Teng, Hsuju; Lo, Chi-Feng; Lee, Hsin-Hui - In: Online Information Review 46 (2021) 2, pp. 304-318
Purpose: This study aims to investigate how Internet memes affect brand image. Design/methodology/approach: The authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect...