Browsing by Author "Diwan, Devyani"

Now showing items 1-1 of 1

Study on aspects that make social media content like dangerous online challenges go viral and trigger consumers

G., Cibita; Diwan, Devyani (Indian Institute of Management Ahmedabad, 2020)

Today, internet challenges are one of many fads and sensations that occur online. Because of their popularity and reach, brands and other interest groups gain awareness on the content they are promoting. This research was ...