MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01978nam a22003137a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20241002102244.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
241002b |||||||| |||| 00| 0 eng d |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
|---|
| International Standard Serial Number |
14775212 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MSU |
| Language of cataloging |
English |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.1265 INT |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Wolter, Joerg |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Inside the host's mind : |
| Remainder of title |
psychological principles of viral marketing/ |
| Statement of responsibility, etc. |
created by Joerg Wolter, Vincent Barth, Eva-Maria Barthel, Julia Gröbel, Elena Linden, Yvonne Wolf and Eva Walther |
| 264 1# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Geneva : |
| Name of producer, publisher, distributor, manufacturer |
Inderscience, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2016. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
International journal of internet marketing and advertising |
| Volume/sequential designation |
Volume 10, number 1/2 |
| 520 3# - SUMMARY, ETC. |
|---|
| Summary, etc. |
Although viral marketing is a timely and often used concept to promote brand and products, little is known yet about the psychological factors producing a successful marketing campaign. Based on a review and analyses of the literature, the basic psychological principles related to viral marketing success are delineated in this article. Specifically, the following aspects are addressed: motivational and behavioural characteristics of the user, optimal seeding strategies, network selection decisions, positive or negative affect elicited by campaigns, levels of consumer involvement and issues of the technical design. According to our findings we postulate seven important psychological propositions and provide some practical guidance for applying these principles in order to maximise success. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Viral marketing |
| Form subdivision |
Psychology |
| General subdivision |
Consumer involvement |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Barth, Vincent |
| Relator term |
co author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Barthel, Eva Maria |
| Relator term |
co author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gröbel, Julia, |
| Relator term |
co author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Linden, Elena |
| Fuller form of name |
co author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Wolf, Yvonne |
| Relator term |
co author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Walther, Eva |
| Relator term |
co author |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://doi.org/10.1504/IJIMA.2016.076981 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |