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Management & Marketing
Volume 11 (2016): Issue 2 (July 2016)
Open Access
Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand
Majid Esmaeilpour
Majid Esmaeilpour
and
Farshad Aram
Farshad Aram
| Aug 10, 2016
Management & Marketing
Volume 11 (2016): Issue 2 (July 2016)
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Published Online:
Aug 10, 2016
Page range:
470 - 483
DOI:
https://doi.org/10.1515/mmcks-2016-0010
Keywords
viral marketing
,
message appeal
,
message source credibility
,
consumer attitude
,
the level of intellectual involvement
,
the level of risk taking
© 2016
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.
Majid Esmaeilpour
Persian Gulf University, Bushehr, Iran
Farshad Aram
Persian Gulf University, Bushehr, Iran