Year
2008
Authors
DE BRUYN Arnaud, LILIEN G.L.
Abstract
This article analyzes the diffusion process of a viral marketing message, and in particular the different stages of the decision-making process of the recipients.
DE BRUYN, A. et LILIEN, G.L. (2008). A Multi-stage Model of Word-of-mouth Influence through Viral Marketing. International Journal of Research in Marketing, 25(3), pp. 151-163.