The integration of pop-culture into social media marketing campaign - Studying firm-generated memes in Hong Kong

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The integration of pop-culture into social media marketing campaign - Studying firm-generated memes in Hong Kong

With the prevailing use of internet memes (IM) as a social media marketing (SMM) tool, firms started creating their own memes, and integrating pop culture into their product promotion in the IM (Hecker, 2020). While there are only scant research focusing on IM and brand equity, and lacking research...

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Bibliographic Details
Main Author:	LAI, Wing-Lam
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2022
Subjects:	English and Traditional Chinese
Online Access:	https://eprints.nottingham.ac.uk/70264/

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