Going viral: How social and personal motivations drive emotional engagement and consumer online brand-related activities

Open Access

Peer-reviewed

Research Article

About the Authors

Thi Cam Tu Dinh

Roles Conceptualization, Methodology, Writing – original draft

Affiliation Department of Business Administration, Yeungnam University, Gyeongsan, Korea

Yoonjae Lee

Roles Conceptualization, Supervision, Writing – review & editing

Affiliation Department of Business Administration, Yeungnam University, Gyeongsan, Korea

The authors have declared that no competing interests exist.

Emotions
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Motivation
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Cobras
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Marketing
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Interpersonal relationships
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Social media
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Social communication
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Social networks
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