Show simple item record

dc.contributor.authorSwanepoel, Celeste
dc.contributor.authorLye, Ashley
dc.contributor.authorRugimbana, Robert
dc.date.accessioned2017-05-03T14:11:11Z
dc.date.available2017-05-03T14:11:11Z
dc.date.issued2009
dc.date.modified2010-06-10T22:21:55Z
dc.identifier.issn14413582
dc.identifier.doi10.1016/j.ausmj.2009.01.005
dc.identifier.urihttp://hdl.handle.net/10072/30744
dc.description.abstractViral stealth marketing is a contemporary marketing technique, which has evolved in reaction to the increasingly competitive marketing environment. This paper notes that despite its huge potential, very little research is being targeted towards understanding the utility of viral stealth marketing, particularly in the context of Generation Y. whose behavioural characteristics are particularly suited to this form of marketing. This paper explores the nature of viral stealth marketing and its ethical implications; then formulates an agenda for future research that has a potential to add significant value to organisations.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherUniversity of New South Wales
dc.publisher.placeAustralia
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom9
dc.relation.ispartofpageto15
dc.relation.ispartofissue1
dc.relation.ispartofjournalAustralasian Marketing Journal
dc.relation.ispartofvolume17
dc.rights.retentionY
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchCommerce, Management, Tourism and Services
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode15
dc.titleVirally inspired: A review of the theory of viral stealth marketing
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2009
gro.hasfulltextNo Full Text
gro.griffith.authorLye, Ashley R.


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record