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Why pass on viral messages? Because they connect emotionally

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  • Dobele, Angela
  • Lindgreen, Adam
  • Beverland, Michael
  • Vanhamme, Joelle
  • van Wijk, Robert

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Suggested Citation

  • Dobele, Angela & Lindgreen, Adam & Beverland, Michael & Vanhamme, Joelle & van Wijk, Robert, 2007. "Why pass on viral messages? Because they connect emotionally," Business Horizons, Elsevier, vol. 50(4), pages 291-304.
    • Handle: RePEc:eee:bushor:v:50:y:2007:i:4:p:291-304
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    References listed on IDEAS

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    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    2. Dobele, Angela & Toleman, David & Beverland, Michael, 2005. "Controlled infection! Spreading the brand message through viral marketing," Business Horizons, Elsevier, vol. 48(2), pages 143-149.
    3. Derbaix, Christian & Vanhamme, Joelle, 2003. "Inducing word-of-mouth by eliciting surprise - a pilot investigation," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 99-116, February.
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