Karpasitis, Christos and Kaniadakis, Antonios (2015) Social media as marketing information systems: Co-creation in viral advertising. In: Trends and Innovations in Marketing Information Systems. IGI Global, pp. 176-195. ISBN 9781466684591
Karpasitis, Christos, Polycarpou, Irene, Kvasova, Olga and Kaniadakis, Antonios (2019) "I See, I Hear, I Speak": How Audiovisuals Affect Brand Video Virality. In: International Conference on Research in Advertising, 27-29 June, 2019, Krems, Austria.
Karpasitis, Christos, Polycarpou, Irene and Kaniadakis, Antonios (2018) The Role of Music in Viral Video Advertisements. In: ECSM18, 21-22 June, 2018, Limerick, Ireland.