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Listen "43.1-3: Do emotions make YouTube ads go viral?"
Episode Synopsis
Taylor Jing Wen, Chang Won Choi, Linwan Wu & Jon D. Morris (2022) Empowering Emotion: The Driving Force of Share and Purchase Intentions in Viral Advertising, Journal of Current Issues & Research in Advertising, 43:1, 47-67, DOI: 10.1080/10641734.2021.1937408
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