Viral marketing

• Main Authors: Koh, Hwee Ser, Choy, Adeline Wai Yu, Yan, Eunice Jieying
• Other Authors: Lam Shun Yin
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48277
• Institution: Nanyang Technological University

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 af...