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Abhishek Borah
Assistant Professor of Marketing
Keywords
Q12020: Firm Value; Humor; Improvisation; Improvised Marketing Interventions; Social Media; Virality
Journal Article
Borah A., Banerjee S., Lin Y., Jain A., Eisingerich A. B. (2020). Improvised Marketing Interventions in Social Media Journal of Marketing, 84(2), (pp69-91).
Online virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs) — social media actions that are composed and executed in real time proximal to an external event.