Memes in digital culture and their role in marketing and communication: A study in India
The word ‘meme’, though coined in 1976, started gaining popularity in the digital sphere in 2012 and slowly began dominating the space on our social media walls. This article is an attempt to explore how brands can engage with Indian netizens using the growing trend of Internet memes. It deploys netnography as a method of primary research to analyse the behaviour of Facebook users in India and cross-validates it with experts’ opinion.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
Document Type: Research Article
Affiliations: DMA Yellow Works
Publication date: November 1, 2018
More about this publication?
- Interactions aims to encourage the development of the widest possible scholarly community both in terms of geographical location and intellectual scope in the fields of media, communication and cultural studies.
- Editorial Board
- Information for Authors
- Subscribe to this Title
- Intellect Books page
- Ingenta Connect is not responsible for the content or availability of external websites