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International Journal of Advertising
The Review of Marketing Communications
Volume 39, 2020 - Issue 7
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You reap where you sow: a trust-based approach to initial seeding for viral advertising

Jisu Huha Hubbard School of Journalism and Mass Communication, University of Minnesota, Minneapolis, MN, USACorrespondence[email protected]
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,
Hyejin Kimb College of Communication, DePaul University, Chicago, IL, USAView further author information
,
Bhavtosh Rathc Department of Computer Science and Engineering, University of Minnesota, Minneapolis, MN, USAView further author information
,
Xinyu Lud School of Journalism and Communication, Shanghai International Studies University, Shanghai, ChinaView further author information
&
Jaideep Srivastavac Department of Computer Science and Engineering, University of Minnesota, Minneapolis, MN, USAView further author information
Pages 963-989 | Received 03 Sep 2018, Accepted 14 Jan 2020, Published online: 31 Jan 2020

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Read on this site (6)

Shu-Chuan Chu, Tao Deng & Juan Mundel. (2024) The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness. Journal of Marketing Communications 30:1, pages 1-20.
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Hyejin Kim, Euna Mehnaz Khan, Jisu Huh & Jaideep Srivastava. (2023) Fighting negative rumors with trust-based rumor-refutation strategy. Journal of Marketing Communications 29:7, pages 676-700.
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Sigal Segev & Juliana Fernandes. (2023) The Anatomy of Viral Advertising: A Content Analysis of Viral Advertising from the Elaboration Likelihood Model Perspective. Journal of Promotion Management 29:1, pages 125-154.
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Jenna Jacobson & Brooke Harrison. (2022) Sustainable fashion social media influencers and content creation calibration. International Journal of Advertising 41:1, pages 150-177.
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Jung Ah Lee, Sabitha Sudarshan, Kristen L. Sussman, Laura F. Bright & Matthew S. Eastin. (2022) Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism. International Journal of Advertising 41:1, pages 78-100.
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Yuping Liu-Thompkins, Ewa Maslowska, Yuqing Ren & Hyejin Kim. (2020) Creating, Metavoicing, and Propagating: A Road Map for Understanding User Roles in Computational Advertising. Journal of Advertising 49:4, pages 394-410.
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Articles from other publishers (6)

Hoài Ao Thu & Phương Vũ Lan. (2024) Các nhân tố ảnh hưởng đến ý định lan truyền và mua hàng trên tiktok tại thành phố Hồ Chí Minh. Tạp chí Khoa học Thương mại, pages 87-101.
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John Ford, Varsha Jain, Ketan Wadhwani & Damini Goyal Gupta. (2023) AI advertising: An overview and guidelines. Journal of Business Research 166, pages 114124.
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Giuliana Isabella, Andressa Freitas de Melo & Marcela Carvalho Gonzalez. (2023) Going Viral on Advertising YouTube Video: Detecting the Influences. Revista de Administração Contemporânea 27:4.
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Xiaodong Feng, Kangxin Hui, Xin Deng & Guoyin Jiang. (2021) Understanding how the semantic features of contents influence the diffusion of government microblogs: Moderating role of content topics. Information & Management 58:8, pages 103547.
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Emilio Pindado & Ramo Barrena. (2020) Using Twitter to explore consumers' sentiments and their social representations towards new food trends. British Food Journal 123:3, pages 1060-1082.
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Antonius Raghubansie & Chandrani A. Samaradivakara. 2021. Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing. Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing 362 379 .

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