This Ad Is Funny, But Will I Share It?
Encouraging consumers to share ads with others has become one of the important goals for advertisers. This exploratory study takes a psychological approach to show why one ad might be shared over another especially in the case when attitudes toward the ads are similar.
Citation:
Yeuseung Kim and Hye Jin Yoon (2013) ,"This Ad Is Funny, But Will I Share It?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Yeuseung Kim, DePaul University, USA
Hye Jin Yoon, Southern Methodist University, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
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