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Journal of Marketing Communications Volume 18, 2012 - Issue 1: New Advertising Formats
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Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism

Guda van Noort Amsterdam School of Communication Research ASCoR, University of Amsterdam, Amsterdam, The NetherlandsCorrespondence[email protected]
,
Marjolijn L. Antheunis Department of Communication and Information Sciences, Tilburg University, Tilburg, The Netherlands
&
Eva A. van Reijmersdal Amsterdam School of Communication Research ASCoR, University of Amsterdam, Amsterdam, The Netherlands
Pages 39-53 | Published online: 19 Jan 2012

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