Unraveling the viral phenomenon: insights from social media content analysis on streaming over-the-top platforms

What is it about?

To create effective marketing communication, this study explores social media users' comments and conversations about popular memes of Over-The-Top (OTT) platforms. The study highlights significant themes and codes OTT firms might use to develop captivating and popular memes to advertise and promote. The results imply that relatable, curious, and informative user-generated content on OTT platform memes elicits favorable user responses.

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