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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Vydané v:	Social media + society Ročník 7; číslo 2
Hlavní autori:	Caliandro, Alessandro, Anselmi, Guido
Médium:	Journal Article
Jazyk:	English
Vydavateľské údaje:	London, England SAGE Publications 01.05.2021 Sage Publications Ltd SAGE Publishing
Predmet:	Brand names Creativity Mass media Social media Social networks automated visual analysis Instagram affordances brands memes
ISSN:	2056-3051, 2056-3051
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