# Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes

> Research article (Journal of Interactive Marketing, 2016) · cited 62× · AI/ML

**Wikidata**: [openalex:W2503942217](https://www.wikidata.org/wiki/openalex:W2503942217)  
**Source**: https://4ort.xyz/entity/brands-friends-amp-viral-advertising-a-social-exchange-perspective-on-the-ad-referral-processes