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

Burak Pilavcioglu, Alexander Hodeck, Niels Nagel, Marcus Simon, Timo Zimmermann and Klaus Mühlbäck

PraxisWISSEN Marketing: German Journal of Marketing, 2023, vol. 8, issue 01/2023, 37-55

Abstract: 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.

Keywords: Memes; humor; social media marketing; attitude; advertisement; brand; purchase intention; brand recall (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:afmpwm:289792

DOI: 10.15459/95451.59

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PraxisWISSEN Marketing: German Journal of Marketing is currently edited by Andrea Rumler, Andrea Bookhagen

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