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Determinants of Young Sri Lankan Individuals’ Intention to Engage in Viral Marketing Cover

Determinants of Young Sri Lankan Individuals’ Intention to Engage in Viral Marketing

NSBM Journal of Management
Volume 2 (2016): Issue 1
By:  and    
Open Access
|Nov 2016
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DOI: https://doi.org/10.4038/nsbmjm.v2i1.23 | Journal eISSN: 2513-2202
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Language: English
Page range: 106 - 129
Published on: Nov 16, 2016
Published by: National School of Business Management
In partnership with: Paradigm Publishing Services
Keywords:
Electronic word of mouth (eWOM),
Fundamental interpersonal relations orientation (FIRO),
Intention,
Theory of planned behaviour (TPB),
Viral marketing

© 2016 Irosha Perera, Pradeep Dharmadasa, published by National School of Business Management
This work is licensed under the Creative Commons License.

Volume 2 (2016): Issue 1
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