• Diffusion of viral marketing into the world of public relations 

    Stephansen, Kari (University of Missouri--Columbia, 2008)
    With the ever-changing world of technology, consumers can be reached through more and more media. These opportunities are only possible if the advertising and public relations industries follow their audiences and understand ...
  • A typology of online sponsorships 

    Renick, Katherine (University of Missouri--Columbia, 2008)
    This research provides a broad look at sponsorships across the Internet. The research sought to examine the characteristics of sponsorships across and within different website types, with a focus on health websites and ...