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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2021-05-01
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| Series: | Social Media + Society |
| Online Access: | https://doi.org/10.1177/20563051211021367 |