title: Humour as an advertising resource: memes at the service of brands
abstract: In this study, we investigated the phenomenon of memes generated based on user-generated content (UGC) discourse about the Japanese electronic brand Casio. We collected 150 memes from various platforms and applied a quantitative content analysis methodology to determine the main characteristics of the memes. Additionally, we employed statistical techniques to identify patterns and relationships among the variables studied. The results revealed that user-generated content could be interpreted as 
journal: European Journal of Humour Research