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Meme marketing: How can marketers drive better engagement using viral memes?
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What this work says
Outgoing claims: the papers this work cites, builds on, or argues with.
inferredcites →https://doi.org/10.1002/mar.21256openalex-snapshot
The decision‐making process in viral marketing—A review and suggestions for further research
inferredcites →https://doi.org/10.1002/mar.21257openalex-snapshot
Appetite for destruction: Counterintuitive effects of attractive faces on people's food choices
inferredcites →https://doi.org/10.1002/mar.21453openalex-snapshot
Evolutionary psychology in marketing: Deep, debated, but fancier with fieldwork
inferredcites →https://doi.org/10.1002/mar.21634openalex-snapshot
The influence of humor in advertising: Explaining the effects of humor in two‐sided messsages
inferredcites →https://doi.org/10.1002/mar.21664openalex-snapshot
Revisiting (dis)fluency: Metacognitive difficulty as a novelty cue that evokes feeling‐of‐interest
inferredcites →https://doi.org/10.1002/mar.4220090402openalex-snapshot
A model of brand awareness and brand attitude advertising strategies
inferredcites →https://doi.org/10.1002/pa.1418openalex-snapshot
Virality in social media: the SPIN Framework
inferredcites →https://doi.org/10.1007/978-3-030-60152-2_43openalex-snapshot
COVID-19 Pandemic – Role of Technology in Transforming Business to the New Normal
inferredcites →https://doi.org/10.1007/bf00988593openalex-snapshot
Grounded theory research: Procedures, canons, and evaluative criteria
inferredcites →https://doi.org/10.1007/s11747-017-0565-2openalex-snapshot
Customer engagement in service
inferredcites →https://doi.org/10.1007/s11747-019-00703-4openalex-snapshot
Reverse innovation: a conceptual framework
inferredcites →https://doi.org/10.1007/s13162-019-00152-wopenalex-snapshot
A framework for viral marketing replication and mutation
inferredcites →https://doi.org/10.1007/s13278-013-0098-8openalex-snapshot
Online engagement factors on Facebook brand pages
inferredcites →https://doi.org/10.1016/0749-596x(90)90001-gopenalex-snapshot
Noun phrase interpretation and conceptual combination
inferredcites →https://doi.org/10.1016/j.appet.2021.105469openalex-snapshot
Health gains through loss frames: Testing the effectiveness of message framing on citizens’ use of nutritional warnings
inferredcites →https://doi.org/10.1016/j.bushor.2004.10.011openalex-snapshot
Controlled infection! Spreading the brand message through viral marketing
inferredcites →https://doi.org/10.1016/j.chb.2011.10.002openalex-snapshot
News sharing in social media: The effect of gratifications and prior experience
inferredcites →https://doi.org/10.1016/j.chb.2017.10.003openalex-snapshot
Understanding the effects of gratifications on the continuance intention to use WeChat in China: A perspective on uses and gratifications
inferredcites →https://doi.org/10.1016/j.compedu.2016.05.001openalex-snapshot
Second Life adoption in education: A motivational model based on Uses and Gratifications theory
inferredcites →https://doi.org/10.1016/j.jbusres.2020.11.014openalex-snapshot
The superstar social media influencer: Exploiting linguistic style and emotional contagion over content?
inferredcites →https://doi.org/10.1016/j.jretconser.2020.102161openalex-snapshot
Bridging the valuescape with digital technology: A mixed methods study on customers’ value creation process in the physical retail space
inferredcites →https://doi.org/10.1016/j.paid.2013.08.020openalex-snapshot
Emotional intelligence as a unique predictor of individual differences in humour styles and humour appreciation
inferredcites →https://doi.org/10.1016/j.pragma.2020.10.006openalex-snapshot
“Cats be outside, how about meow”: Multimodal humor and creativity in an internet meme
inferredcites →https://doi.org/10.1016/j.procs.2015.05.499openalex-snapshot
A Role for Network Science in Social Norms Intervention
inferredcites →https://doi.org/10.1016/j.pubrev.2018.06.004openalex-snapshot
One does not simply meme about organizations: Exploring the content creation strategies of user-generated memes on Imgur
inferredcites →https://doi.org/10.1016/j.respol.2018.02.014openalex-snapshot
From symbolic values to symbolic innovation: Internet-memes and innovation
inferredcites →https://doi.org/10.1016/j.techfore.2021.121102openalex-snapshot
Future of e-Government: An integrated conceptual framework
inferredcites →https://doi.org/10.1016/j.tele.2016.08.017openalex-snapshot
Understanding the relationship between intensity and gratifications of Facebook use among adolescents and young adults
inferredcites →https://doi.org/10.1016/j.tele.2020.101376openalex-snapshot
Why do people purchase virtual goods? A uses and gratification (U&G) theory perspective
inferredcites →https://doi.org/10.1037//0033-295x.99.4.663openalex-snapshot
A theory of humor elicitation.
inferredcites →https://doi.org/10.1037/h0026256openalex-snapshot
Weighted kappa: Nominal scale agreement provision for scaled disagreement or partial credit.
inferredcites →https://doi.org/10.1037/xlm0000713openalex-snapshot
Degree and not type of iconicity affects sign language vocabulary acquisition.
inferredcites →https://doi.org/10.1057/bm.2016.3openalex-snapshot
Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions
inferredcites →https://doi.org/10.1057/jibs.2009.88openalex-snapshot
From the Editors: Common method variance in international business research
inferredcites →https://doi.org/10.1080/00218499.1999.12466601openalex-snapshot
A Multivariate Analysis of Web Usage
inferredcites →https://doi.org/10.1080/00273171.2014.962683openalex-snapshot
An Index and Test of Linear Moderated Mediation
inferredcites →https://doi.org/10.1080/02699930302296openalex-snapshot
Antiphonal laughter between friends and strangers
inferredcites →https://doi.org/10.1080/15213269.2017.1302342openalex-snapshot
Is It Really That Funny? Laughter, Emotional Contagion, and Heuristic Processing During Shared Media Use
inferredcites →https://doi.org/10.1108/00251740010371748openalex-snapshot
The business of memes: memetic possibilities for marketing and management
inferredcites →https://doi.org/10.1108/11766091111162070openalex-snapshot
The qualitative research interview
inferredcites →https://doi.org/10.1108/14601060310475264openalex-snapshot
Memetics and innovation: profit through balanced meme management
inferredcites →https://doi.org/10.1108/14601060310486244openalex-snapshot
Memes and cognitive hardwiring: why are some memes more successful than others?
inferredcites →https://doi.org/10.1108/978-1-78756-749-820181014openalex-snapshot
It’s Just a Joke! The Payoffs and Perils of Microcelebrity in India
inferredcites →https://doi.org/10.1108/ejm-10-2018-0701openalex-snapshot
Placing products in humorous scenes: its impact on brand perceptions
inferredcites →https://doi.org/10.1108/qmr-06-2013-0041openalex-snapshot
Why people use social media: a uses and gratifications approach
inferredcites →https://doi.org/10.1111/j.00117315.2004.02524.xopenalex-snapshot
Determining Uses and Gratifications for the Internet
inferredcites →https://doi.org/10.1111/jcc4.12013openalex-snapshot
Memes in a Digital World: Reconciling with a Conceptual Troublemaker
inferredcites →https://doi.org/10.1111/jcc4.12120openalex-snapshot
Families and Networks of Internet Memes: The Relationship Between Cohesiveness, Uniqueness, and Quiddity Concreteness
inferredcites →https://doi.org/10.1146/annurev-psych-120710-100452openalex-snapshot
Sources of Method Bias in Social Science Research and Recommendations on How to Control It
inferredcites →https://doi.org/10.1177/0022242919899383openalex-snapshot
Improvised Marketing Interventions in Social Media
inferredcites →https://doi.org/10.1177/002224379403100101openalex-snapshot
Reliability Measures for Qualitative Data: Theory and Implications
inferredcites →https://doi.org/10.1177/014616729101700208openalex-snapshot
Emotional Contagion Revisited: Effects of Social Comparison and Expressive Style on Mood Convergence
inferredcites →https://doi.org/10.1177/1461444815611062openalex-snapshot
Why do we tag photographs on Facebook? Proposing a new gratifications scale
inferredcites →https://doi.org/10.1177/1461444820983603openalex-snapshot
Extending the Internet meme: Conceptualizing technological mimesis and imitation publics on the TikTok platform
inferredcites →https://doi.org/10.12697/sss.2016.44.4.05openalex-snapshot
Internet memes as internet signs: A semiotic view of digital culture
inferredcites →https://doi.org/10.1353/ach.2014.0005openalex-snapshot
Why Didn’t “Gangnam Style” Go Viral in Japan?: Gender Divide and Subcultural Heterogeneity in Contemporary Japan
inferredcites →https://doi.org/10.1386/iscc.9.3.303_1openalex-snapshot
Memes in digital culture and their role in marketing and communication: A study in India
inferredcites →https://doi.org/10.1509/jm.09.0395openalex-snapshot
Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully
inferredcites →https://doi.org/10.1509/jm.10.0088openalex-snapshot
Seeding Strategies for Viral Marketing: An Empirical Comparison
inferredcites →https://doi.org/10.1509/jm.11.0528openalex-snapshot
Not All Fun and Games: Viral Marketing for Utilitarian Products
inferredcites →https://doi.org/10.1515/9783110416794-014openalex-snapshot
4.3 User-Generated Internet Memes as Advertising Vehicles: Visual Narratives as Special Consumer Information Sources and Consumer Tribe Integrators
inferredcites →https://doi.org/10.1515/9783110586374-008openalex-snapshot
One does not simply process memes: Image macros as multimodal constructions
inferredcites →https://doi.org/10.1515/humr.2011.015openalex-snapshot
Timing in the performance of jokes
inferredcites →https://doi.org/10.1609/icwsm.v5i1.14097openalex-snapshot
Insights into Internet Memes
inferredcites →https://doi.org/10.2307/1956546openalex-snapshot
Schema Theory: An Information Processing Model of Perception and Cognition
inferredcites →https://doi.org/10.2307/2023773openalex-snapshot
Psychological Aspects of the Theory of Syntax
inferredcites →https://doi.org/10.2501/jar-2018-010openalex-snapshot
What Do We Really Know about Attitudes Toward Privacy and Advertisement Avoidance?
inferredcites →https://doi.org/10.33736/ijbs.3303.2020openalex-snapshot
We “Meme” Business: Exploring Malaysian Youths’ Interpretation of Internet Memes in Social Media Marketing
inferredcites →https://doi.org/10.4324/9781351026987-14openalex-snapshot
The role of internet memes in shaping young people’s health-related social media interactions
What points at this work
Incoming claims: where this work appears in other papers’ reference lists and arguments.
inferred← citeshttps://doi.org/10.2139/ssrn.4785605openalex-extracted
When Branded Memes Go Viral: The Mediating Role of Perceived Fun
inferred← citeshttps://doi.org/10.1002/bse.3679openalex-snapshot
Exploring enablers and inhibitors of AI‐enabled drones for manufacturing process audits: A mixed‐method approach
inferred← citeshttps://doi.org/10.1002/mar.21827openalex-snapshot
Let me take a #selfie #variety: How consumer selfie affects variety seeking
inferred← citeshttps://doi.org/10.1002/mar.21940openalex-snapshot
The impact of corporate social responsibility on consumer brand engagement and purchase intention at fashion retailers
inferred← citeshttps://doi.org/10.1002/mar.22009openalex-snapshot
The bold decision to go “all in”: Understanding the reasons behind consumers' willingness to migrate to the metaverse
inferred← citeshttps://doi.org/10.1002/mar.22131openalex-snapshot
Rainbows and laughter: How humor boosts e‐Word‐of‐Mouth for LGBT+ brands on social media
inferred← citeshttps://doi.org/10.1007/978-3-031-80904-0_9openalex-snapshot
There’s Something Funny About Humour: Towards a New Understanding of Humour in Marketing
inferred← citeshttps://doi.org/10.1007/978-3-031-94196-2_3openalex-snapshot
How Gucci Mixed Humour and High Culture and Put the Cool in Luxury Digital Marketing
inferred← citeshttps://doi.org/10.1007/s11135-026-02766-2openalex-snapshot
Perceptions of rebranding: a survey of student attitudes toward the new logo of Arab Open University in Kuwait
inferred← citeshttps://doi.org/10.1007/s40171-026-00488-wopenalex-snapshot
Reimagining Stakeholder Engagement Through Generative AI: A Flexible Management Perspective on CRM Transformation
inferred← citeshttps://doi.org/10.1016/j.bushor.2024.10.012openalex-snapshot
The diminishing halo effect: Celebrities and negative events in marketing
inferred← citeshttps://doi.org/10.1016/j.dss.2024.114177openalex-snapshot
Meme-affordance tourism: The power of imitation and self-presentation
inferred← citeshttps://doi.org/10.1016/j.elerap.2025.101547openalex-snapshot
Turning laughs into buys: The influence of meme marketing on consumer purchase intentions in e-commerce using media richness theory
inferred← citeshttps://doi.org/10.1016/j.ijhm.2024.103913openalex-snapshot
Drivers and inhibitors of consumers’ adoption of AI-driven drone food delivery services
inferred← citeshttps://doi.org/10.1016/j.ijhm.2026.104641openalex-snapshot
Understanding the effectiveness of meme marketing in foodservice: The roles of language style and meme literacy
inferred← citeshttps://doi.org/10.1016/j.ijhm.2026.104649openalex-snapshot
Understanding meme design in hospitality marketing: The role of perceived AI capacity and meme type
inferred← citeshttps://doi.org/10.1016/j.ijhm.2026.104850openalex-snapshot
Consumer adoption of agentic-AI in hospitality: A mixed-method study on its facilitators and inhibitors
inferred← citeshttps://doi.org/10.1016/j.indmarman.2023.12.001openalex-snapshot
You or an imposter? How to protect brand identity in a business-to-business context?
inferred← citeshttps://doi.org/10.1016/j.jbusres.2025.115266openalex-snapshot
Real-time marketing messages and consumer engagement in social media
inferred← citeshttps://doi.org/10.1016/j.jretconser.2023.103529openalex-snapshot
Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study
inferred← citeshttps://doi.org/10.1016/j.jretconser.2023.103679openalex-snapshot
Connecting BOP consumers and retailers: What drives small-time retailing through social media?
inferred← citeshttps://doi.org/10.1016/j.jretconser.2023.103702openalex-snapshot
Meme marketing effectiveness: A moderated-mediation model
inferred← citeshttps://doi.org/10.1016/j.jretconser.2024.103876openalex-snapshot
Nitty-gritties of customer experience in metaverse retailing
inferred← citeshttps://doi.org/10.1016/j.jretconser.2024.103923openalex-snapshot
Disentangling composite influences of social connectivity and system interactivity on continuance intention in mobile short video applications: The pivotal moderation of user-perceived benefits
inferred← citeshttps://doi.org/10.1016/j.sbr.2026.100223openalex-snapshot
From Big Arch to burger war: Memetic competition and platform-era brand rivalry
inferred← citeshttps://doi.org/10.1016/j.sftr.2025.101001openalex-snapshot
Storytelling, humour, and promotions: How social media marketing influences university students' green purchase intention
inferred← citeshttps://doi.org/10.1016/j.tele.2023.102094openalex-snapshot
A socio-technical analysis of factors affecting consumer engagement in livestream shopping: Evidence from structural equation modeling and fuzzy set qualitative comparative analysis
inferred← citeshttps://doi.org/10.1016/j.tele.2024.102186openalex-snapshot
Insights from cross-cultural memes: An empirical study on instagram and Douban
inferred← citeshttps://doi.org/10.1038/s41598-024-84960-6openalex-snapshot
Evaluating the effect of viral posts on social media engagement
inferred← citeshttps://doi.org/10.1057/s41599-025-06166-zopenalex-snapshot
From memes to motivation: understanding how social media influencers drive youth consumption
inferred← citeshttps://doi.org/10.1075/ip.00121.shuopenalex-snapshot
On the recontextualization of meme quiddity
inferred← citeshttps://doi.org/10.1080/00218499.2026.2651998openalex-snapshot
How Platform Personalization and Goal Framing Shape Incidental Brand Memory: Serendipity and Effort as Encoding Pathways Under Low Attention
inferred← citeshttps://doi.org/10.1080/00218499.2026.2693330openalex-snapshot
How Memes Reconfigure the Communicative Codes of Luxury Branding: Participatory Digital Culture and the Shift of Symbolic Authority
inferred← citeshttps://doi.org/10.1080/02650487.2025.2510062openalex-snapshot
Meme advertising for luxury brands: effects on perceived funniness and sharing intention
inferred← citeshttps://doi.org/10.1080/0267257x.2022.2158906openalex-snapshot
Towards an understanding of meme marketing: conceptualisation and empirical evidence
inferred← citeshttps://doi.org/10.1080/07359683.2025.2587309openalex-snapshot
Blending emotion and logic in health messaging strategy: Audience perception of message appeals in anti- and pro-vaccination memes
inferred← citeshttps://doi.org/10.1080/0965254x.2024.2443784openalex-snapshot
Virtual influencers: a design study using anthropomorphism and self-congruence perspectives
inferred← citeshttps://doi.org/10.1080/10350330.2024.2441701openalex-snapshot
A multimodal critical discourse analysis of Nigeria president Bola Tinubu’s fuel subsidy removal policy-related internet memes
inferred← citeshttps://doi.org/10.1080/10447318.2026.2664689openalex-snapshot
Who Stays and Who Leaves? Exploring Engagement Depth, Gratifications, and Migration on Threads Social Media Platform
inferred← citeshttps://doi.org/10.1080/10496491.2025.2463547openalex-snapshot
Memes Matter: Effect of Meme Content Dimensions on Brand Continuance Intention
inferred← citeshttps://doi.org/10.1080/10496491.2026.2697841openalex-snapshot
What Drives Engagement with Branded Memes? A Mixed-Methods Investigation of Psychological Mechanisms
inferred← citeshttps://doi.org/10.1080/10528008.2022.2159436openalex-snapshot
INCREASING STUDENT ENGAGEMENT USING ‘MEME BASED’ EXERCISE INNOVATION
inferred← citeshttps://doi.org/10.1080/10641734.2024.2390850openalex-snapshot
Viral Dynamics on Social Media: Enhancing Brand Engagement through Meme Marketing Strategies
inferred← citeshttps://doi.org/10.1080/10641734.2025.2600361openalex-snapshot
When Brands Are Trending on Social Media: A Comparative Study of Consumer Responses to Branded Memes on TikTok Versus Facebook
inferred← citeshttps://doi.org/10.1080/10941665.2025.2545380openalex-snapshot
Meme magic: the role of memes on tourism short videos
inferred← citeshttps://doi.org/10.1080/10941665.2025.2609230openalex-snapshot
How do destination meme videos affect travel intentions: the perspective of the elaboration likelihood model
inferred← citeshttps://doi.org/10.1080/13527266.2025.2589388openalex-snapshot
Memes as marketing: A mixed-methods exploration of consumer motivations and digital participation
inferred← citeshttps://doi.org/10.1080/14724049.2025.2559992openalex-snapshot
Animal influencers for ecotourism? The case of Moo Deng
inferred← citeshttps://doi.org/10.1080/1528008x.2026.2711982openalex-snapshot
Understanding Internet Memes’ Characteristics in Tourism- How Tourism Hotspots Become Successful?
inferred← citeshttps://doi.org/10.1080/15332969.2024.2428521openalex-snapshot
Reflecting Uses and Gratification 2.0 Perspective into Over-the-Top (OTT) Consumption: Role of Collaboration Design and Cross Platform Navigability
inferred← citeshttps://doi.org/10.1080/19331681.2024.2421390openalex-snapshot
The composition and amplification of mainstream political memes: evidence from 4 U.S. election cycles
inferred← citeshttps://doi.org/10.1080/23311975.2024.2366001openalex-snapshot
How to cook a meme: exploring content strategies in brand and user-generated memes on Instagram
inferred← citeshttps://doi.org/10.1093/9780197859063.003.0045openalex-snapshot
Social Media Marketing
inferred← citeshttps://doi.org/10.1108/apjml-12-2024-1891openalex-snapshot
Enhancing hedonic well-being and stickiness: social contagion effects of entertainment-oriented influencers in the Asia-Pacific market
inferred← citeshttps://doi.org/10.1108/ccij-11-2025-0359openalex-snapshot
Is this engagement? The impact of using memes as persuasive communication to Generation Z consumers: a persuasion knowledge perspective
inferred← citeshttps://doi.org/10.1108/gkmc-04-2024-0245openalex-snapshot
Ad generation modalities and response to in-app advertising – an experimental study
inferred← citeshttps://doi.org/10.1108/gkmc-11-2023-0462openalex-snapshot
Unraveling the viral phenomenon: insights from social media content analysis on streaming over-the-top platforms
inferred← citeshttps://doi.org/10.1108/idd-02-2025-0028openalex-snapshot
Countermeasures against global warming in the beauty market: focusing on the role of internet memes in good ditto consumption
inferred← citeshttps://doi.org/10.1108/idd-07-2023-0069openalex-snapshot
Research trends in memes: insights from bibliometric analysis
inferred← citeshttps://doi.org/10.1108/iimtjm-10-2023-0043openalex-snapshot
Antecedents and outcomes of customer over-the-top experience: a systematic literature review
inferred← citeshttps://doi.org/10.1108/imds-09-2025-1232openalex-snapshot
Can low-price information go viral? Roles of social image concern and message design in viral marketing
inferred← citeshttps://doi.org/10.1108/jbim-06-2024-0433openalex-snapshot
Role of generative AI-enabled customer relationship management solutions in achieving agility
inferred← citeshttps://doi.org/10.1108/jcm-09-2024-7221openalex-snapshot
Brand posts with memes on social media: perceived humor and consumer engagement
inferred← citeshttps://doi.org/10.1108/jeim-04-2024-0193openalex-snapshot
Metaverse mysteries: a qualitative investigation of dimensions of metaverse use
inferred← citeshttps://doi.org/10.1108/jeim-04-2024-0195openalex-snapshot
Unveiling the dark and scary side of metaverse: an in-depth qualitative investigation
inferred← citeshttps://doi.org/10.1108/jkm-04-2023-0339openalex-snapshot
Unlocking the relationship between ambidextrous leadership style and HRM practices in knowledge-intensive SMES
inferred← citeshttps://doi.org/10.1108/jpbm-02-2024-5002openalex-snapshot
Fostering brand love through branded memes on social media
inferred← citeshttps://doi.org/10.1108/jrim-01-2023-0029openalex-snapshot
Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship
inferred← citeshttps://doi.org/10.1108/jrim-02-2024-0121openalex-snapshot
The influence and configuration effect of content characteristics on customer input in the context of short video platforms
inferred← citeshttps://doi.org/10.1108/jsm-09-2023-0320openalex-snapshot
Investigating the role of metaverse influencers’ attributes for the next generation of services
inferred← citeshttps://doi.org/10.1108/mip-08-2023-0394openalex-snapshot
Viral marketing: a systematic literature review and future research agenda
inferred← citeshttps://doi.org/10.1108/mip-10-2023-0562openalex-snapshot
The effects of game mechanics on user retention in using social live streaming services
inferred← citeshttps://doi.org/10.1108/oir-11-2023-0584openalex-snapshot
Internet memes and social media marketing: a review of theories
inferred← citeshttps://doi.org/10.1108/qmr-01-2024-0023openalex-snapshot
Primary and secondary coping behaviours portrayed by memes in response to the stresses induced by the COVID-19 pandemic
inferred← citeshttps://doi.org/10.1108/qmr-02-2026-0050openalex-snapshot
Brainrot content strategies and their impact on generation Z’s brand engagement
inferred← citeshttps://doi.org/10.1108/qmr-05-2023-0073openalex-snapshot
Advertising to Gen-Z college students with memes? A focus group study
inferred← citeshttps://doi.org/10.1108/qrfm-12-2022-0198openalex-snapshot
Should I invest or not? Investigating the role of biases and status quo
inferred← citeshttps://doi.org/10.1108/yc-11-2025-2845openalex-snapshot
Strategic authenticity in youth meme marketing: balancing participation and persuasion
inferred← citeshttps://doi.org/10.1109/icetisi67983.2025.11405978openalex-snapshot
The Impact of Marketing using Humor Content on Purchase Intention on Social Media
inferred← citeshttps://doi.org/10.1111/ijcs.70072openalex-snapshot
Neuromarketing and the Marketing Mix: An Integrative Review and Future Research Agenda Using the TMC Approach
inferred← citeshttps://doi.org/10.1111/ijcs.70154openalex-snapshot
Customer Engagement in Online Retailing: A Systematic Literature Review and Future Research Directions
inferred← citeshttps://doi.org/10.1111/ijcs.70204openalex-snapshot
Digital Content Consumption and Youth Consumers' Purchase Behaviour: How Short‐Form Videos Influence Generation Z Consumers in e‐Commerce
inferred← citeshttps://doi.org/10.11114/ijsss.v12i4.7065openalex-snapshot
A Study on Meme Marketing Strategies of Domestic Brands and Optimization Suggestions
inferred← citeshttps://doi.org/10.1145/3689091.3690088openalex-snapshot
Meme Generation with Multi-modal Input and Planning
inferred← citeshttps://doi.org/10.1145/3696410.3714778openalex-snapshot
Figurative-cum-Commonsense Knowledge Infusion for Multimodal Mental Health Meme Classification
inferred← citeshttps://doi.org/10.1145/3708359.3712094openalex-snapshot
One Does Not Simply Meme Alone: Evaluating Co-Creativity Between LLMs and Humans in the Generation of Humor
inferred← citeshttps://doi.org/10.1145/3774905.3795467openalex-snapshot
Analyzing the Impact of Image Novelty and Text Emotion on Meme Engagement: Evidence from Roe vs. Wade Verdict
inferred← citeshttps://doi.org/10.1177/00222429251371702openalex-snapshot
DICE: Advancing Social Media Research Through Digital In-Context Experiments
inferred← citeshttps://doi.org/10.1177/00222429261417674openalex-snapshot
From Owning to Connecting: Understanding and Leveraging the Effect of Internet Meme Marketing
inferred← citeshttps://doi.org/10.1177/00472875241291147openalex-snapshot
“Airbnb Be Like…”: Examining the Impact of Memetic Doppelgängers on Meme Virality and Brand Image
inferred← citeshttps://doi.org/10.1177/09636625261469057openalex-snapshot
When scientists ‘Tok: Memetic communication and scientific information engagement in short video-based social media
inferred← citeshttps://doi.org/10.1177/09760911261491634openalex-snapshot
Cognitive Processing in Meme-based Brand Communication: Consumer Engagement and Purchase Intention in Digital Environments
inferred← citeshttps://doi.org/10.1177/10949968251320612openalex-snapshot
Internet Meme Marketing over the Fad Cycle
inferred← citeshttps://doi.org/10.1177/14413582231194071openalex-snapshot
Why do Consumers Forgive Online Travel Agencies? A Multi-study Approach
inferred← citeshttps://doi.org/10.1177/15274764251367667openalex-snapshot
Circumventing Virality: The Illegible Sensibilities of Vernacular Black Digital Culture
inferred← citeshttps://doi.org/10.1177/21582440231178187openalex-snapshot
Laughing at Politicians to Make Justice: The Moral Component of Humor in Appraising Politicians
inferred← citeshttps://doi.org/10.15864/ajbmr.4304openalex-snapshot
Examining the role of meme marketing on purchase intention - A social media marketing perspective
inferred← citeshttps://doi.org/10.18290/rns2026.0019openalex-snapshot
Is It Still a Meme? Examining Factors Influencing the Perception and Effectiveness of Marketing Memes
inferred← citeshttps://doi.org/10.18384/2310-712x-2023-3-102-109openalex-snapshot
Internet meme as a way to discredit the image of a politician
inferred← citeshttps://doi.org/10.20473/rlj.v9-i2.2023.187-197openalex-snapshot
The role of @literarybase X account in fulfilling information literation needs
inferred← citeshttps://doi.org/10.2139/ssrn.5356922openalex-snapshot
A Grounded Theory Approach: Exploring Ai Paradoxes in the it Industry
inferred← citeshttps://doi.org/10.2139/ssrn.5734740openalex-snapshot
Beyond the Laugh: A Mixed-Methods Analysis of Consumer Responses to Branded Memes on TikTok
inferred← citeshttps://doi.org/10.2139/ssrn.6347118openalex-snapshot
Distraction or Immersion? Investigating the Effect of Internet Memes on User Knowledge Acquisition Behavior in Online Reading
inferred← citeshttps://doi.org/10.21486/recreation.2024.14.1.6openalex-snapshot
Magánklinikákkal kapcsolatos asszociációk összegzése memetikai észlelési térkép segítségével
inferred← citeshttps://doi.org/10.21511/im.20(1).2024.01openalex-snapshot
Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement
inferred← citeshttps://doi.org/10.21603/sibscript-2024-26-5-782-794openalex-snapshot
Effect of Visual Images on Digital Communication: Empirical Research Review
inferred← citeshttps://doi.org/10.24857/rgsa.v18n7-139openalex-snapshot
Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance?
inferred← citeshttps://doi.org/10.28925/2524-2652.2025.218openalex-snapshot
The Language of a Generation vs “Funny” Picture: Students’ Perceptions of Memes in Digital Culture
inferred← citeshttps://doi.org/10.33492/jrs-d-25-3-2702152openalex-snapshot
Road Safety Awareness Using Internet Meme Posts: The Role of Visual Design in Effective Communication
inferred← citeshttps://doi.org/10.3389/fnhum.2026.1924520openalex-snapshot
Editorial: Insights and innovations in consumer neuroscience
inferred← citeshttps://doi.org/10.4000/13utgopenalex-snapshot
Le meme : un outil de branding pour les marques ?
inferred← citeshttps://doi.org/10.4018/979-8-3693-9954-5.ch007openalex-snapshot
Building Brand Loyalty in the Digital Age
inferred← citeshttps://doi.org/10.4236/jssm.2024.173011openalex-snapshot
Exploring the Evolution of Brand Loyalty in the Age of Social Media
inferred← citeshttps://doi.org/10.47134/interaction.v2i2.4514openalex-snapshot
Pengaruh Humor dalam Iklan terhadap Sikap Konsumen Gen Z
inferred← citeshttps://doi.org/10.5585/2025.24394openalex-snapshot
Production of cultural discourses by social media influencers ecosystems through meme marketing: Recife ordinário and the strength of local contexts
inferred← citeshttps://doi.org/10.5585/2025.29508openalex-snapshot
Produção de discursos culturais por ecossistemas de influenciadores de mídias sociais através do marketing de memes: Recife ordinário e a força dos contextos locais
inferred← citeshttps://doi.org/10.58830/ozgur.pub1132.c4650openalex-snapshot
Dijital Tüketici Ritüelleri: Bağ Kurmanın Yeni Kültürel Kodları
inferred← citeshttps://doi.org/10.59141/jiss.v5i02.995openalex-snapshot
Meme Marketing: Generation Z Consumer Behavior on Social Media
inferred← citeshttps://doi.org/10.7592/ejhr.2023.11.4.854openalex-snapshot
Humour as an advertising resource: memes at the service of brands
inferred← citeshttps://doi.org/10.7592/ejhr.2026.14.2.1016openalex-snapshot
Anatomy of social media humour in Ghana
inferred← citeshttps://doi.org/10.7759/s44404-026-00215-9openalex-snapshot
Meme Marketing and Consumer Behavior in the Digital Age: A Systematic Literature Review Using the Stimulus-Organism-Response (S-O-R) Framework
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