Meme marketing on social media : the role of informational cues of brand memes in shaping consumers' brand relationship
Yung-Cheng Shen, Crystal T. Lee and Wen-Ya Lin
| Year of publication: |
2024
|
|---|---|
| Authors: | Shen, Yung-Cheng ; Lee, Crystal T. ; Lin, Wen-Ya |
| Subject: | Social media marketing | Brand management | Branding | Mobile marketing | Social media advertising | Social Web | Social web | Markenführung | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Marketingmanagement | Marketing management | Mobile Marketing | Marketing | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing | Virales Marketing | Viral marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-01-2023-0029 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015062823