Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: PraxisWISSEN Marketing 8 (2023) 01/2023, pp. 37-55
With the literally ever-lasting relevance of social media and the constant development of online communication, memes are more and more gaining popularity. So far there is only little scientific research on the advertising effectiveness of memes. This study aims to close this knowledge gap and...
