Memes and their appropriation by digital marketing: the experience of Brazilian fast-food chain Giraffas
DOI:
https://doi.org/10.11606/issn.1984-5057.v8i2p19-30Keywords:
Communication, Consumption, Marketing, Memes, Social networksAbstract
This article aims at examining experiences and approaches of digital marketing of the Brazilian fast-food chain Giraffas in which the use of memes constituted the strategic base of corporate marketing communication, thus allowing us to advance in the scientific knowledge of uses, scopes, potential and limits of memes to the effectiveness and efficiency of promotional campaign of brands, products and services under the new digital social media.
Downloads
Download data is not yet available.
Downloads
Published
2016-12-21
Issue
Section
ARTICLES
License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
How to Cite
Memes and their appropriation by digital marketing: the experience of Brazilian fast-food chain Giraffas. Signos do Consumo, [S. l.], v. 8, n. 2, p. 19–30, 2016. DOI: 10.11606/issn.1984-5057.v8i2p19-30. Disponível em: https://www.periodicos.usp.br/signosdoconsumo/article/view/114905.. Acesso em: 21 may. 2024.