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Assessing the “virality” of a road safety communication campaign intended to change behavior: a case study in Spain
Faus, Mireia; Alonso, Francisco; Fernández Fernández, Cesáreo; Useche, Sergio Frontiers Media (2024)Introduction: The relationships between above-the-line (ATL) and below-the-line (BTL) communication and advertising strategies have been studied in many fields and procedures. Likewise, the interrelationships between ...