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.
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.
Yeuseung Kim, DePaul University, USA
Hye Jin Yoon, Southern Methodist University, USA
NA - Advances in Consumer Research Volume 41 | 2013
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