Viral propagation of consumer- or marketer-generated messages

Tien Ee Dominic YEO*

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review

Original languageEnglish
Title of host publicationThe Routledge Companion to Digital Consumption
PublisherRoutledge
Pages273-283
Number of pages11
ISBN (Electronic)9780203105306
ISBN (Print)9780415679923
Publication statusPublished - 7 May 2013

Publication series

NameRoutledge companions in business, management and accounting
PublisherRoutledge

Scopus Subject Areas

  • Marketing
  • Social Psychology
  • Anthropology
  • Communication
  • Cultural Studies
  • Library and Information Sciences
  • Sociology and Political Science
  • Social Sciences (miscellaneous)

User-Defined Keywords

  • Communication flow
  • Cultural representation
  • Emotion broadcasting
  • Memes
  • Social contagion
  • Word-of-mouth

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