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• W57732041 abstract "This study examines consumers' emotional responses to receiving viral mobile marketing communications in comparison to receiving mobile marketing communications where permission has not been given. The study also examines the relationship between these experienced emotions and what action tendencies consumers might consider as a result of these emotions, as well as how they attribute causality for their emotions. Using scenarios in an experimental design, the findings show that there are differences in consumer emotions as a result of the two marketing approaches. The findings also identify relationships between consumers' causal attributions and action tendencies in relation to themselves, the friend sending the viral m-marketing communication and the company involved." @default.
• W57732041 created "2016-06-24" @default.
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• W57732041 date "2008-01-01" @default.
• W57732041 modified "2023-10-17" @default.
• W57732041 title "Consumers' emotional appraisals and action tendencies arising from mobile viral marketing" @default.
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