Yu-Ting Lin

University of New South Wales

Kensington

High St

Sydney , NSW 2052

Australia

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Scholarly Papers (1)

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Improvised Marketing Interventions in Social Media

https://journals.sagepub.com/doi/10.1177/0022242919899383
Posted: 11 Feb 2021
INSEAD, University of Leeds - Faculty of Business, University of New South Wales, Harvard Business School and Imperial College London

Abstract:

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firm value, humor, improvisation, improvised marketing interventions, social media, virality