Listagem FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional por Assunto "Marketing viral"

Itens para a visualização no momento 1-3 of 3

Co-creation in hospitality industry: a case study on the drivers of traveler-generated content

Ferraz, Camila dos Anjos
2015-12-18

User-generated content in travel industry is the phenomenon studied in this research, which aims to fill the literature gap on the drivers to write reviews on TripAdvisor. The object of study is relevant from a managerial ...
OMG! Characterizing the role of emotions in the sharing of online commercial videos

Gastines, Louis-Jean Macé de
2013-03-27

Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. ...
Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns

Ricci, Filippo
2013-11-04

The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the ...