From subservient chickens to brawny men: a comparison of viral Advertising to television advertising

This study sought to examine and define a division of Electronic Word-of-Mouth (eWOM) known as viral advertising.
  

From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising

Lance PorterLouisiana State University

Guy J. GolanLouisiana State University

INTRODUCTION

Recent media reports have heralded the end of advertising...