Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Rathi, Navrang; Jain, Pooja Title A name given to the resource Memes and Marketing: What the social media users have to say?; [Memes e Marketing: O que os usuios das redes sociais t a dizer?] Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Brazilian Business Review;Volume;22;Issue;;Article No.;e20242057; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.15728/bbr.2024.2057.en" target="_blank" rel="noreferrer noopener">https://doi.org/10.15728/bbr.2024.2057.en</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105035004058?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105035004058?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Rathi N., Aims IBS Business School, Bengaluru, India; Jain P., CHRIST (Deemed to be University), Bengaluru, India Description An account of the resource This study delves into the nascent field of memesunits of cultural transmissionfocusing on their potential applications, notably to the field of marketing. The research highlights the prevalence of brands creating meme content to engage with the public, but notes a dearth of comprehension regarding user responses to such content. The study employs semi-structured interviews to gauge social media users' awareness and receptiveness to brand-generated memes. Information was collected from thirty people residing in India. The sample consisted of people from Generations X (1965 1980), Generation Y (Millennials) (1981 1995), and Generation Z (1995 Present). Following a Grounded Theory approach, a textual analysis categorizes participants based on shared responses, utilizing the Theory of Diffusion of Innovations to understand the adoption of new content. The objective of the paper is to analyze individuals' attitudes towards memes and classify them into distinct categories, such as early adopters, those uncomfortable with memes, indifferent individuals, or late adopters. The theory identifies distinct user categories, shedding light on how various segments of society embrace innovations. The study aims to enhance marketers' understanding of meme reception, offering insights and recommendations for evolving this form of marketing into a more effective and entertaining practice. This Article is Distributed Under the Terms of the Creative Commons Attribution 4.0 International License https://creativecommons.org/licenses/by/4.0/deed.en. Subject The topic of the resource Culture; Marketing; Memes; Social Media platforms; Social Media Users Publisher An entity responsible for making the resource available FUCAPE Business School Relation A related resource ISSN: 18082386; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online