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    • Division of Interdisciplinary Research
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    • Browsing Department of Management Studies (MS) by Subject
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    Browsing Department of Management Studies (MS) by Subject "viral phenomenon"

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      • Measurement of the viral phenomenon: New methodological exploration 

        Archana, B A
        Viral phenomenon in marketing refers to the rapid growth and adoption pattern of a product, akin to a biological virus. Viral phenomenon can be defined as “a word-of-mouth diffusion process wherein a message is actively ...

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