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.
- Language
-
Englisch
- Bibliographic citation
-
Journal: PraxisWISSEN Marketing ; ISSN: 2509-3029 ; Volume: 8 ; Year: 2023 ; Issue: 01/2023 ; Pages: 37-55
- Classification
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Management
- Subject
-
Memes
humor
social media marketing
attitude
advertisement
brand
purchase intention
brand recall
- Event
-
Geistige Schöpfung
- (who)
-
Pilavcioglu, Burak
Hodeck, Alexander
Nagel, Niels
Simon, Marcus
Zimmermann, Timo
Mühlbäck, Klaus
- Event
-
Veröffentlichung
- (who)
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Arbeitsgemeinschaft für Marketing (AfM)
- (where)
-
Berlin
- (when)
-
2023
- DOI
-
doi:10.15459/95451.59
- Last update
-
10.03.2025, 11:44 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Pilavcioglu, Burak
- Hodeck, Alexander
- Nagel, Niels
- Simon, Marcus
- Zimmermann, Timo
- Mühlbäck, Klaus
- Arbeitsgemeinschaft für Marketing (AfM)
Time of origin
- 2023
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