Based on the content analysis of 699 meme marketing posts, we found that meme marketing serves as a rich communication source, sending intentions of the brand through single (i.e. Second, to validate the proposed definition, we empirically perform a qualitative content analysis to taxonomize meme marketing speech acts. On this basis, we differentiate meme marketing from relevant digital marketing constructs, including e-WOM, digital content marketing, and viral marketing. First, to conceptualise meme marketing, we draw on speech act theory and the theory of consumption values to define meme marketing. The present study aims to fulfil two purposes. Despite considerable practitioner interest, meme marketing is under-researched. Meme marketing taps into the potential of digital culture.
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