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Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed Stage Referrals

Koch, Oliver Francis and Benlian, Alexander (2015):
Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed Stage Referrals.
In: Journal of Interactive Marketing, pp. 37-52, 32, [Article]

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Item Type: Article
Erschienen: 2015
Creators: Koch, Oliver Francis and Benlian, Alexander
Title: Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed Stage Referrals
Language: English
Journal or Publication Title: Journal of Interactive Marketing
Volume: 32
Divisions: 01 Department of Law and Economics
01 Department of Law and Economics > Betriebswirtschaftliche Fachgebiete
01 Department of Law and Economics > Betriebswirtschaftliche Fachgebiete > Fachgebiet Information Systems & E-Services
Date Deposited: 23 Nov 2015 15:06
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