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Title: Viral marketing
Authors: Koh, Hwee Ser
Choy, Adeline Wai Yu
Yan, Eunice Jieying
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2012
Abstract: A 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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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