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Memes in digital culture and their role in marketing and communication: A study in India

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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.
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Keywords: branding; digital culture; marketing; memes; netnography; social media

Document Type: Research Article

Affiliations: DMA Yellow Works

Publication date: November 1, 2018

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