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Sponsored AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI

Author

Therando Lei

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Open access Sep 2026

MEME MARKETING AND CUSTOMER ENGAGEMENT ON NETFLIX INDONESIA: THE ROLES OF PERCEIVED ENTERTAINMENT AND SELF-CONGRUENCE

This study examines the effect of meme marketing on customer engagement in the context of Netflix Indonesia’s Instagram account, with self-congruence and perceived entertainment as explanatory variables. The study is motivated by the relatively low engagement rate observed despite the increasing use of meme-based conte...

Shafa Chairunnisa Setiawan, Therando Lei, E. Elfi · 0 citations

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