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The rhetoric of managed contagion: Metaphor and agency in the discourse of viral marketing

✍ Scribed by Miles, C.

Book ID: 121694756
Publisher: SAGE Publications
Year: 2013
Tongue: English
Weight: 208 KB
Volume: 14
Category: Article
ISSN: 1470-5931
DOI: 10.1177/1470593113506433

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## Abstract Prior research has laid the groundwork for a discussion of the role of metaphor in marketing, but has fallen short of offering a clear‐cut method for guiding and evaluating its use. This article outlines such a method, and illustrates its use through extended discussions of the heuristi