Tanishka Tikoo's research while affiliated with Mudra Institute of Communications, Ahmedabad (MICA) and other places

Publication (1)

Article
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Scholars and industry stakeholders have exhibited an interest in identifying the underlying dimensions of viral memes. However, the recipe for creating a viral meme remains obscure. This study makes a phenomenological contribution by examining viral memes, exploring the antecedents (i.e., content‐related factors, customer‐related factors, and media...