Artikel

Memes everywhere: The effect of social media memes on consumers' attitude towards brands and their purchase intention

With the literally ever-lasting relevance of social media and the constant development of online communication, memes are more and more gaining popularity. So far there is only little scientific research on the advertising effectiveness of memes. This study aims to close this knowledge gap and tests, if memes have a positive effect on consumers' attitude towards the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with memes, despite being perceived as humorous, did not perform significantly better than control group ads.

Sprache
Englisch

Erschienen in
Journal: PraxisWISSEN Marketing ; ISSN: 2509-3029 ; Volume: 8 ; Year: 2023 ; Issue: 01/2023 ; Pages: 37-55

Klassifikation
Management
Thema
Memes
humor
social media marketing
attitude
advertisement
brand
purchase intention
brand recall

Ereignis
Geistige Schöpfung
(wer)
Pilavcioglu, Burak
Hodeck, Alexander
Nagel, Niels
Simon, Marcus
Zimmermann, Timo
Mühlbäck, Klaus
Ereignis
Veröffentlichung
(wer)
Arbeitsgemeinschaft für Marketing (AfM)
(wo)
Berlin
(wann)
2023

DOI
doi:10.15459/95451.59
Letzte Aktualisierung
10.03.2025, 11:44 MEZ

Datenpartner

Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.

Objekttyp

  • Artikel

Beteiligte

  • Pilavcioglu, Burak
  • Hodeck, Alexander
  • Nagel, Niels
  • Simon, Marcus
  • Zimmermann, Timo
  • Mühlbäck, Klaus
  • Arbeitsgemeinschaft für Marketing (AfM)

Entstanden

  • 2023

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