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Towards Sustainability in Viral Marketing with User Engaging Supporting Campaigns
2017
Sustainability
While viral marketing has captured substantial academic and professional interest, the processes that underpin successful viral marketing campaigns remain poorly understood. High competition and pressure for successful campaigns lead to strategies based on persuasion, unsolicited messages, and other techniques that negatively affect brand perception. The need for more sustainable strategies with a limited negative impact on web users is observed. Therefore, the current study examines the
doi:10.3390/su10010015
fatcat:u6fq23uyargwpjhlolzczt7n3y