Internet meme marketing and digital advertising effectiveness

Lu Wang; Shirley Xueni Li; Lei Su; Qiyuan Wang

Internet meme marketing and digital advertising effectiveness

Lu Wang, Shirley Xueni Li^*, Lei Su^*, Qiyuan Wang

^*Corresponding author for this work

Department of Management, Marketing and Information Systems

Research output: Contribution to conference › Conference paper › peer-review

Abstract

Six studies, including field and online experiments, and secondary data analyses, revealed that meme marketing improves the effectiveness of digital advertisements, reflected as higher brand evaluation and engagement (e.g., the number of likes), and higher purchase behavior. The effect was driven by the boosted self–brand connection (SBC) through meme marketing.

Original language	English
Publication status	Published - 8 Jul 2024
Event	2024 Asia-Pacific ACR Conference - Grand Hyatt Bali, Bali, Indonesia Duration: 8 Jul 2024 → 11 Jul 2024 https://www.apacr2024.com/ (Conference Website) https://www.apacr2024.com/_files/ugd/dec521_f80857fe8b14455baa4a94dfbc3f2dfe.pdf (Conference Program)

Conference

Conference	2024 Asia-Pacific ACR Conference
Abbreviated title	APACR 2024
Country/Territory	Indonesia
City	Bali
Period	8/07/24 → 11/07/24
Internet address	https://www.apacr2024.com/ (Conference Website) https://www.apacr2024.com/_files/ugd/dec521_f80857fe8b14455baa4a94dfbc3f2dfe.pdf (Conference Program)

Cite this

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title = "Internet meme marketing and digital advertising effectiveness",

abstract = "Six studies, including field and online experiments, and secondary data analyses, revealed that meme marketing improves the effectiveness of digital advertisements, reflected as higher brand evaluation and engagement (e.g., the number of likes), and higher purchase behavior. The effect was driven by the boosted self–brand connection (SBC) through meme marketing.",

author = "Lu Wang and Li, {Shirley Xueni} and Lei Su and Qiyuan Wang",

year = "2024",

month = jul,

day = "8",

language = "English",

note = "2024 Asia-Pacific ACR Conference, APACR 2024 ; Conference date: 08-07-2024 Through 11-07-2024",

url = "https://www.apacr2024.com/, https://www.apacr2024.com/_files/ugd/dec521_f80857fe8b14455baa4a94dfbc3f2dfe.pdf",

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TY - CONF

T1 - Internet meme marketing and digital advertising effectiveness

AU - Wang, Lu

AU - Li, Shirley Xueni

AU - Su, Lei

AU - Wang, Qiyuan

PY - 2024/7/8

Y1 - 2024/7/8

N2 - Six studies, including field and online experiments, and secondary data analyses, revealed that meme marketing improves the effectiveness of digital advertisements, reflected as higher brand evaluation and engagement (e.g., the number of likes), and higher purchase behavior. The effect was driven by the boosted self–brand connection (SBC) through meme marketing.

AB - Six studies, including field and online experiments, and secondary data analyses, revealed that meme marketing improves the effectiveness of digital advertisements, reflected as higher brand evaluation and engagement (e.g., the number of likes), and higher purchase behavior. The effect was driven by the boosted self–brand connection (SBC) through meme marketing.

UR - https://apacr2024.exordo.com/programme/presentation/102

M3 - Conference paper

T2 - 2024 Asia-Pacific ACR Conference

Y2 - 8 July 2024 through 11 July 2024

ER -

Internet meme marketing and digital advertising effectiveness

Abstract

Conference

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