WHAT DRIVES CONSUMERS TO LIKE AND RETWEET BRAND POSTS ON SOCIAL MEDIA? THE IMPACT OF BRAND POSTS WITH MEMES ON PERCEIVED HUMOR AND CONSUMER ENGAGEMENT Article

Sewak, Sphurti, Lee, Jaehoon. (2023). WHAT DRIVES CONSUMERS TO LIKE AND RETWEET BRAND POSTS ON SOCIAL MEDIA? THE IMPACT OF BRAND POSTS WITH MEMES ON PERCEIVED HUMOR AND CONSUMER ENGAGEMENT . Global Fashion Management Conference, 112-112. 10.15444/gmc2023.02.03.05

cited authors

  • Sewak, Sphurti; Lee, Jaehoon

authors

publication date

  • July 30, 2023

published in

keywords

  • 35 Commerce, Management, Tourism and Services
  • 3503 Business Systems In Context
  • 3506 Marketing
  • 47 Language, Communication and Culture

Digital Object Identifier (DOI)

start page

  • 112

end page

  • 112