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dc.contributor.authorSwanepoel, Celeste
dc.contributor.authorLye, Ashley
dc.contributor.authorRugimbana, Robert
dc.contributor.editorMaree Thyne, Kenneth R. Deans
dc.date.accessioned2018-03-27T03:36:57Z
dc.date.available2018-03-27T03:36:57Z
dc.date.issued2007
dc.date.modified2008-11-24T03:48:00Z
dc.identifier.urihttp://hdl.handle.net/10072/18904
dc.description.abstractThe increasing use of viral stealth marketing as a contemporary marketing technique is not well represented in empirical research, particularly in examining consumers' attitudes towards the ethics and effectiveness of viral stealth marketing. Capitalizing on the efficacy of the electronic medium, viral stealth marketing seeks to disguise the relationship between the individual(s) conveying the message and the organisation endorsing it. Whilst the ethics of stealth marketing in general have been debated, there is a gap in our knowledge pertaining to the viral (electronic) component of stealth marketing. This paper reviews the literature and presents proposals for further research regarding the ethics and effectiveness of this marketing technique as perceived by Generation Y.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoen_AU
dc.publisherUniversity of otago
dc.publisher.placeDunedin New Zealand
dc.publisher.urihttps://anzmac.wildapricot.org/
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencename2007 ANZMAC Conference
dc.relation.ispartofconferencetitle2007 ANZMAC Conference Proceedings
dc.relation.ispartofdatefrom2007-12-03
dc.relation.ispartofdateto2007-12-05
dc.relation.ispartoflocationDunedin New Zealand
dc.rights.retentionY
dc.subject.fieldofresearchcode350204
dc.titleVirally Inspired: Gen Y Attitudes Towards Viral Stealth Marketing
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
dc.description.versionPublished
gro.rights.copyright© The Author(s) 2007. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
gro.date.issued2007
gro.hasfulltextFull Text
gro.griffith.authorLye, Ashley R.
gro.griffith.authorRugimbana, Robert


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  • Conference outputs
    Contains papers delivered by Griffith authors at national and international conferences.

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