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When Branded Memes Go Viral: The Mediating Role of Perceived Fun

https://doi.org/10.2139/ssrn.4785605
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1 of the 106 references listed on this page is in the Retraction Watch database as retracted (export 2026-11-04): 10.1002/mar.20375 (notice 2012-07-30).

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Outgoing claims: the papers this work cites, builds on, or argues with.

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We “Meme” Business: Exploring Malaysian Youths’ Interpretation of Internet Memes in Social Media Marketing
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Novelty or Surprise?
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Structural equation modeling in practice: A review and recommended two-step approach.
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