Segmenting the audience of a cause-related marketing viral campaign Elísabet Mora, Natalia Vila-Lopez, Inés Küster-Boluda (2021)
This work aims to ascertain if the effectiveness of viral advertising depends on the previous affinity level of the audience (experience with the brand or with the cause): high, moderate or low. Supported by Generalitat Valenciana under the predoctoral grant programme VALi+d, ACIF/2015/227.