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dc.contributor.authorKoh, Hwee Ser
dc.contributor.authorChoy, Adeline Wai Yu
dc.contributor.authorYan, Eunice Jieying
dc.description.abstractA gender-based viral marketing research project that focuses on determining if females and males have varying levels of tendency to spread video content that uses either the fear appeal or the sadness appeal, based on the emotional response evoked and the intrinsic motivation of a need for affiliation that is subsequently triggered.en_US
dc.format.extent62 p.en_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Business::Marketing::Consumer behavioren_US
dc.titleViral marketingen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorLam Shun Yinen_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
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Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)
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