Browsing by Author "Wen, Xiaohan Hannah "
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Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success
Wen, Xiaohan Hannah ; Kim, S.; Bowen, M. (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 ...
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