@article{56151ab91a3248ff83ceef10e954560a,
title = "Reciprocal influences and effects of viral NWOM campaigns in social media",
keywords = "consumer interest, Negative electronic word-of-mouth, services, social media, WOM, word-of-mouth",
author = "Maria Petrescu and Tamara Mangleburg and {Ben Mrad}, Selima and Kathleen O{\textquoteright}Leary",
note = "Publisher Copyright: {\textcopyright} 2018 Informa UK Limited, trading as Taylor & Francis Group.",
year = "2020",
month = oct,
day = "2",
doi = "10.1080/13527266.2018.1545244",
language = "English",
volume = "26",
pages = "685--702",
journal = "Journal of Marketing Communications",
issn = "1352-7266",
number = "7",
}