Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement
This paper analyzes an emerging form of social media marketing, meme marketing, which has gained attention for its ability to entertain and engage users. Marketers and companies are recognizing the value of using memes as a tool to connect with consumers. To understand the effects of meme marketing...
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| Principais autores: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
LLC "CPC "Business Perspectives"
2023-12-01
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| coleção: | Innovative Marketing |
| Assuntos: | |
| Acesso em linha: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19393/IM_2024_01_Rathi.pdf |
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