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Keller Center for Research

AUTHOR: Akpinar, Ezgi

Valuable Virality
[9/1/2018]
Ezgi Akpinar, PhD and Jonah Berger, PhD
Viral ad campaigns have become a necessity in the digital world. Our research examines the key factors driving valuable virality and shows how the sharing of an ad and brand evaluation of a product are dependent on ad content


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