Not all fun and games: viral marketing for utilitarian products

Schulze, Christian, Schöler, Lisa and Skiera, Bernd 2014, Not all fun and games: viral marketing for utilitarian products, Journal of Marketing, vol. 78, no. 1, pp. 1-19, doi: 10.1509/jm.11.0528.

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Title Not all fun and games: viral marketing for utilitarian products
Author(s) Schulze, Christian
Schöler, Lisa
Skiera, BerndORCID iD for Skiera, Bernd
Journal name Journal of Marketing
Volume number 78
Issue number 1
Start page 1
End page 19
Total pages 19
Publisher American Marketing Association
Place of publication United States
Publication date 2014-01
ISSN 0022-2429
Keyword(s) social media marketing
viral marketing
sharing mechanisms
Language eng
DOI 10.1509/jm.11.0528
Field of Research 1505 Marketing
1506 Tourism
Socio Economic Objective 0 Not Applicable
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2014, American Marketing Association
Persistent URL

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
2018 ERA Submission
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