Towards an understanding of meme marketing : conceptualisation and empirical evidence
Year of publication: |
2023
|
---|---|
Authors: | Razzaq, Ali ; Shao, Wei ; Quach, Sara |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 39.2023, 7/8, p. 670-701
|
Subject: | contextual knowledge | customer engagement | internet memes | Meme marketing | speech act theory | theory of consumption values | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Internet |
Description of contents: | Description [doi.org] |
-
Using funny memes for social media marketing : the moderating role of bandwagon cues
Yang, Guolan, (2022)
-
The value of trust for travel agencies in achieving customers' attitudinal loyalty
Devece, Carlos, (2015)
-
Exploring traditional and new web-based methods to involve customers in new product development
Liu, Wei, (2019)
- More ...
-
Jayawardena, Nirma Sadamali, (2023)
-
Customer engagement and co-created value in social media
Quach, Sara, (2019)
-
Quach, Sara, (2021)
- More ...