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Results revealed that viral ads significantly lead to better aided brand recall, unaided brand recall and brand recognition than non-viral ads. While the influence of viral ad on brand recall and recognition for high involvement products is stronger than low involvement products, its influence on attitudes and purchase behavior for high involvement products is weaker than low involvement products.<\/p>","DOI":"10.4018\/ijom.2013070104","type":"journal-article","created":{"date-parts":[[2013,12,16]],"date-time":"2013-12-16T16:58:31Z","timestamp":1387213111000},"page":"51-61","source":"Crossref","is-referenced-by-count":1,"title":["Evaluating the Persuasive and Memory Effects of Viral Advertising"],"prefix":"10.4018","volume":"3","author":[{"given":"Maysam","family":"Shirkhodaee","sequence":"first","affiliation":[{"name":"Faculty of Economics & Administrative Science, Mazandaran University, Babolsar, Iran"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Saeed","family":"Rezaee","sequence":"additional","affiliation":[{"name":"Department of Business Management, Faculty of Management, Kharazmi University, Karaj, Iran"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"2432","reference":[{"key":"ijom.2013070104-0","doi-asserted-by":"publisher","DOI":"10.2501\/S0021849907070419"},{"key":"ijom.2013070104-1","doi-asserted-by":"publisher","DOI":"10.1002\/cb.185"},{"key":"ijom.2013070104-2","unstructured":"Brenner, J. 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