Dramaturgie von Crossmedia-Kampagnen als Treiber der viralen Verbreitung
[The dramaturgy of cross-media campaigns as a driver of viral distribution]
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DOI: 10.1007/s41471-016-0019-4
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References listed on IDEAS
- Sharad Goel & Ashton Anderson & Jake Hofman & Duncan J. Watts, 2016. "The Structural Virality of Online Diffusion," Management Science, INFORMS, vol. 62(1), pages 180-196, January.
- Naik, Prasad A. & Peters, Kay, 2009. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 288-299.
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Keywords
Crossmedia; Storytelling; Dramaturgie; Media-Mix; Mediensynergien;All these keywords.
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