From Humor to Strategy: An Experimental Survey on Internet Memes in Social Media Marketing
Purpose: The paper addresses the issue of the use of Internet memes as a marketing communication tool in social media. The effectiveness of this type of communication is an important issue due to the large role of memes in digital culture, and at the same time the small number of studies on the us...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Warsaw
2023-01-01
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| Series: | European Management Studies |
| Subjects: | |
| Online Access: | https://press.wz.uw.edu.pl/ems/vol21/iss4/1 |
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