Management Decision E-mail viral marketing: modeling the determinants of creation of “ viral infection” Rishi Raj Sharma, Balpreet Kaur, Article information: To cite this document: Rishi Raj Sharma, Balpreet Kaur, (2019) "E-mail viral marketing: modeling the determinants of creation of “viral infection”", Management Decision, https://doi.org/10.1108/MD-03-2017-0215 Permanent link to this document: https://doi.org/10.1108/MD-03-2017-0215 Downloaded on: 14 April 2019, At: 21:29 (PT) References: this document contains references to 59 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 5 times since 2019* Access to this document was granted through an Emerald subscription provided by emerald- srm:187222 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download. Downloaded by Lancaster University At 21:29 14 April 2019 (PT)