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Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success
(Elsevier, 2023-02)
With the rise of social media, companies are engaging in a new type of cause-related marketing classified as "You Share, We Donate" (YSWD) campaigns. YSWD campaigns encourage consumers to share the company's campaign ...
A lure or a turn-off: social media reactions to business model innovation announcements
(Springer, 2023-03)
How do people react to business model innovation (BMI) announcements on social media? Is the analysis of social media reactions to BMI announcements a fruitful method for assessing the potential and pitfalls of BMIs? This ...
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