![]() ![]() However, the recipe for creating a viral meme remains obscure. Scholars and industry stakeholders have exhibited an interest in identifying the underlying dimensions of viral memes. The findings from this study may not be generalised but it has provided insightful outcomes for local businesses in planning their social media marketing especially those that plan to capitalise on the rising trend of Internet memes. #IMEME COMPANY FULL#The predominant language features were also analysed and memes with low iconicity tend to use complex sentences, full of short forms and slangs as well as imperative words. The findings show that most of the memes were high in terms of iconicity and only seven of them were low. The subsequent in-depth interviews were conducted on five respondents. A total of 50 respondents were involved and they were told to rate 30 memes in terms of their level of understanding and interpretation. This paper reports findings from a qualitative study that investigated the iconicity of memes used in marketing by analysing their language features in relation the feedback obtained from the target respondents namely Malaysian youths. Iconicity refers to the match between form (images and texts) and meanings. Despite its widespread use, there is a need to know if iconicity of memes would be affected when they are used in local contexts. Many forms of social media marketing strategies have been introduced and tested and one that is widely used is Internet memes. ![]() Social media marketing is gaining momentum in recent years due to its ability in reaching out to the target audience in a short period of time. ![]()
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