Affordances-Based Brand Relations: An Inquire on Memetic Brands on Instagram

In this article, we argue that, in an era of platformization of culture, social media users tend to relate with brands through modalities that are more informed by platforms’ affordances (i.e., by the technical architecture of and participatory cultures thriving on social media platforms), rather th...

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Bibliographic Details

Published in:	Social media + society Vol. 7; no. 2
Main Authors:	Caliandro, Alessandro, Anselmi, Guido
Format:	Journal Article
Language:	English
Published:	London, England SAGE Publications 01.05.2021 Sage Publications Ltd SAGE Publishing
Subjects:	Brand names Creativity Mass media Social media Social networks automated visual analysis Instagram affordances brands memes
ISSN:	2056-3051, 2056-3051
Online Access:	Get full text
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