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    Use of Memes

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    Lyka Idra
    This document summarizes a research paper that explores how brands' use of memes on social media impacts consumer engagement. The paper finds that when brands post memes on social media, it leads to greater consumer engagement with the brand's posts and account. This is because memes rely on humor, which helps capture people's attention. The research has implications for how brands can improve social media strategies and increase engagement by utilizing memes in their posts. It contributes to understanding consumer behavior and interactions with brands on social media platforms.

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    © All Rights Reserved
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    Use of Memes

    Uploaded by

    Lyka Idra
    29 views2 pages
    This document summarizes a research paper that explores how brands' use of memes on social media impacts consumer engagement. The paper finds that when brands post memes on social media, it leads to greater consumer engagement with the brand's posts and account. This is because memes rely on humor, which helps capture people's attention. The research has implications for how brands can improve social media strategies and increase engagement by utilizing memes in their posts. It contributes to understanding consumer behavior and interactions with brands on social media platforms.

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    Use of memes

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    This document summarizes a research paper that explores how brands' use of memes on social media impacts consumer engagement. The paper finds that when brands post memes on social media, it leads to greater consumer engagement with the brand's posts and account. This is because memes rely on humor, which helps capture people's attention. The research has implications for how brands can improve social media strategies and increase engagement by utilizing memes in their posts. It contributes to understanding consumer behavior and interactions with brands on social media platforms.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    29 views2 pages

    Use of Memes

    Uploaded by

    Lyka Idra
    This document summarizes a research paper that explores how brands' use of memes on social media impacts consumer engagement. The paper finds that when brands post memes on social media, it leads to greater consumer engagement with the brand's posts and account. This is because memes rely on humor, which helps capture people's attention. The research has implications for how brands can improve social media strategies and increase engagement by utilizing memes in their posts. It contributes to understanding consumer behavior and interactions with brands on social media platforms.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Georgia Southern University

    Digital Commons@Georgia Southern

    Association of Marketing Theory and Practice Association of Marketing Theory and Practice
    Proceedings 2021 Proceedings

    2021

    When You Meme Business – Exploring Use of Memes by Brands


    on Social Media and Resultant Engagement
    Sphurti Sewak
    Florida International University, [email protected]

    Jaehoon Lee
    Florida International University, [email protected]

    Follow this and additional works at: https://digitalcommons.georgiasouthern.edu/amtp-


    proceedings_2021

    Part of the Marketing Commons

    Recommended Citation
    Sewak, Sphurti and Lee, Jaehoon, "When You Meme Business – Exploring Use of Memes by Brands on
    Social Media and Resultant Engagement" (2021). Association of Marketing Theory and Practice
    Proceedings 2021. 6.
    https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/6

    This conference proceeding is brought to you for free and open access by the Association of Marketing Theory and
    Practice Proceedings at Digital Commons@Georgia Southern. It has been accepted for inclusion in Association of
    Marketing Theory and Practice Proceedings 2021 by an authorized administrator of Digital Commons@Georgia
    Southern. For more information, please contact [email protected].
    When You Meme Business – Exploring Use of Memes by Brands on
    Social Media and Resultant Engagement

    Sphurti Sewak
    Florida International University, Miami, USA

    Jaehoon Lee
    Florida International University, Miami, USA

    ABSTRACT

    Brands routinely create content on their social media accounts to maintain their
    relationships with existing followers as well as gain new followers. This research looks at the
    widely known trend of internet memes and how their usage by brands can impact consumer
    engagement and the underlying mechanism that leads to this effect. Previous research has
    established how the growth of memes has increased on social media over the past few years,
    however, no empirical study to date has studied the brand’s use of memes and consumer
    engagement. This research has considerable theoretical implications. First, it contributes to the
    emerging domain of consumer engagement on social media, a domain that will only grow
    considering the use of social media by brands to reach out to existing or potential consumers.
    Second, we also contribute to the existing literature on humor, specifically looking at internet
    memes, which have seen exponential growth over the past few years. Third, since we
    demonstrate that consumers tend to engage more when brands use memes, we also contribute to
    the literature of social media postings by brands. This new understanding of consumer
    engagement can be useful to social media managers of brands that are looking to establish their
    social media presence as well as those that wish to maintain their social media presence.

    Keywords: Memes, Consumer Engagement, Social Media, Content Marketing

    ABOUT THE AUTHORS

    Sphurti Sewak Sphurti Sewak ([email protected]) is a Ph.D. student in Marketing,


    Chapman Graduate School of Business, Florida International University, Miami, FL, 33199. Her
    research interests include consumer well-being and brand communications in social and digital
    media.

    Jaehoon Lee Jaehoon Lee ([email protected]) is Assistant Professor in Marketing,


    Chapman Graduate School of Business, Florida International University, Miami, FL, 33199. He
    has a Ph.D. from The University of Texas at San Antonio, San Antonio, Texas, and has
    published in leading marketing journals like Journal of Consumer Research, Journal of
    Consumer Psychology, amongst others.

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