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COBRAS and virality: viral campaign values on consumer behaviour

Business

COBRAS and virality: viral campaign values on consumer behaviour

T. C. T. Dinh and Y. Lee

This study by Thi Cam Tu Dinh and Yoonjae Lee delves into how values such as ease of browsing and social interaction propel consumers' online brand-related activities. The research unveils key motivations behind creating and engaging with brand content, offering invaluable insights for marketers aiming to connect with their audience.... show more
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Note: The citation metrics presented here have been sourced from Semantic Scholar and OpenAlex.

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