@article{402793535c8d4f2cb88dd55b5c4c7713,
title = "Viral advertising: A field experiment on viral intentions and purchase intentions",
keywords = "Advertising appeals, Humor, Sexual appeal, Viral advertising, Viral intentions",
author = "Maria Petrescu and Pradeep Korgaonkar and John Gironda",
note = "Publisher Copyright: {\textcopyright} Taylor & Francis Group, LLC.",
year = "2015",
doi = "10.1080/15332861.2015.1080057",
language = "English",
volume = "14",
pages = "384--405",
journal = "Journal of Internet Commerce",
issn = "1533-2861",
number = "3",
}