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( Received 16 August 2023; Accepted 14 September 2023; Date of Publication 16 September 2023 )
WSN 184 (2023) 51-62 EISSN 2392-2192
The Power and Pitfalls of Internet Memes in
promoting brand awareness and engagement on
social media
Navrang Rathi1, Pooja Jain2
Department of Commerce, Christ (Deemed to be University, Central Campus, Bangalore, India
1,2E-mail address: navrang.rathi@res.christuniversity.in , pooja.jain@christuniversity.in
ABSTRACT
Today, memes have grown as a digital mode of communication across different media streams.
They have become all pervasive, rendering them as a pertinent topic for studying and understanding the
relationship between the integration of memes and the efficiency of social media marketing. The aim of
the current paper is to examine the effectiveness of memes in promoting brand awareness and
engagement on social media platforms. The study undertakes qualitative methods such as content
analysis and descriptive analysis and examines the viewpoints of various authors. Findings are based on
reliable observations in relation to the effectiveness of memes in promoting brand awareness and
engagement on social media platforms. The study concludes that multiple brands across the globe are
using memes to magnify their social media presence. The paper further outlines how the successful
brands interact with their customers through innovative memes to improve the engagement and
satisfaction spectrum.
Keywords: Digital Content, Humour, Social media marketing, Brand Awareness, Memes, Consumer
engagement
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1. INTRODUCTION
Memes have evolved into a prevalent manifestation of digitally mediated cultural
exchange, permeating virtually all major social networking platforms (Sharbaugh & Nguyen,
2014). These concise and visually driven artifacts effectively encapsulate humour within a
confined spatial framework, typically comprising an image and a succinct textual component
(Taecharungroj & Nueangjamnong, 2015). Recognizing the substantial business potential
associated with these communication channels, brands exert considerable efforts to cultivate
and sustain relationships with their customers across diverse social media platforms (Williams,
2000). Consequently, the focal point of investigation resides within the domain of real-time
digital content consumption, as a conglomerate of multinational entities harness memes as a
vehicle to amplify their levels of engagement. Notably, every day, approximately 95 million
photos are shared on Instagram, with over 40% of tweets also including visual content.
Furthermore, posts on social media that incorporate images are significantly more likely to
capture user interest, leading to 150% more retweets compared to posts without images. (Shang
et al., 2021).
The proliferation of online accounts singularly dedicated to meme propagation serves as
compelling evidence attesting to the diverse purposes to which memes are now put. Initially
rooted in the realm of entertainment, memes have increasingly been seen as a resolution of
ideological disagreements and the reinstatement of a conventional story line (Hristova, 2014)
or as a promotional tool (Williams, 2000). For instance, the official Twitter account of Netflix,
a prominent provider of streaming media services, frequently deploys memes that pertain to
their original content. Against this backdrop, the present study endeavours to delineate the
challenges and complexities entailed in employing memes as an extension of brand engagement
initiatives (Malodia et al., 2022).
This investigation assumes heightened significance for enterprises operating on a global
scale. By elucidating optimal practices and regulatory measures governing the creation of
meme-centric content and its strategic customization to enhance engagement levels, this study
furnishes indispensable insights for brand management. Moreover, this research encompasses
a comprehensive analysis of negative instances, thereby enabling brands to apprehend the
attendant pitfalls inherent in utilizing memes as an adjunct to social media marketing.
Consequently, the findings presented herein hold the potential to guide enterprises in the
formulation of effective countermeasures against these challenges
2. LITERATURE REVIEW
As per Razzaq et al. (2023), meme marketing is widely recognized as a powerful strategy
in the realm of modern social media advertising. Meme marketing has emerged as a key social
media marketing strategy due to the growing popularity of social media platforms. The
countless memes uploaded daily are impossible to avoid, regardless of the social media platform
used. Memes, with their potential to go viral and increase brand visibility, are being used by
more and more brands as their primary social media strategy for brands across the globe (Soha
& McDowell, 2016). The study further outlines that with this increased visibility and approach-
ability of customers with memes, it has become essential for companies to engage with a few
of the meme accounts from the enormous pool in a strategized manner.
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The section below is a dive into various concepts that revolve around this meme
marketing and how this is a viable marketing feature for today and upcoming time.
2. 1. Memes and social media marketing in real-time scenarios
Following a critical examination of a study conducted by Carrington (2023), it is observed
that memes are quickly spreading ideas, jokes, or catchphrases typically utilised for humorous
effect online. The real-time introductory notion of memes typically takes the shape of visuals,
but they can also exist in other media like videos or even just text. Memes can be in the form
of still photos, written text, or even animated graphics. Since memes have magnified
acceptance, brands can use creativity to reach and appeal target audience. Memes are a recent
phenomenon that arose in the early to mid-1990s, coinciding with the rapid expansion of the
internet. It is observed that modern marketing includes the use of using memes to appeal a
particular customer segmentation.
As per Yang (2022), depending on the style of humour being expressed, a specific
formula may be used to generate memes, which users subsequently replicate and spread. Memes
can reach their intended audiences more effectively and, in more ways, than other forms of
marketing. The study further states that, considering the lower monetary investments, memes
in real-time are considered as an extension of a marketing instrument for a brand (Razzaq et al.,
2023).
Meme marketing stands apart from the rest of the pack since so many free meme
generators are available on the internet. Incorporating knowledge of memes into corporate
marketing is essential for comprehending the mindset of today's digital consumers. Modernly
defined as replicators, memes are akin to contagious and self-serving mind viruses that impact
human behavior and greatly influence the minds of consumers (Vasile et al., 2021). These
memes seemingly appear out of nowhere and can spread like wildfire. The study outlines that
brands and enterprises strive for the phenomenon of going viral or achieving massive popularity
and notoriety. The justified reason behind the same is that it helps brand to reach a wider and
better segmented audience (Razzaq et al., 2023).
Netflix is one of the most liked brands on Facebook. However, that hasn't prevented them
from using memes to gain more viewers (Malodia et al., 2022). Recent successful online
marketing includes their meme-based campaign for the film Bird Box.
2. 2. Relationship between the Integration of Memes and the efficiency of social media
marketing
When compared to other forms of viral advertising, meme marketing stands out. There is
a rising and successful trend of using digital media to attract and convert clients across several
channels (Vasile et al., 2021). There are many benefits to using memes as part of a social media
marketing plan. Internet usage has contributed to the development of a more participatory and
collaborative culture. This has proven very helpful in the dissemination of memes (Mukhongo,
2020). Users can easily alter current memes and generate new ones due to the Internet's
adaptability, accessibility, and affordability (Xie, 2020).
According to Malodia et. al. (2022), it is highlighted that a company's marketing and
bottom line could benefit from using memes in its social media strategy. The target audience
highly regards the subject matter’s appropriate application. The study also states that the use of
clever memes and ethically acceptable memes may help a brand connect with a younger market,
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particularly one that has never known a world without the Internet. One of the most effective
ways to influence the tastes of the young consumer market is with humour and comic portrayal.
Memetic marketing can help brands save money because it does not require producing new
content. The brands must quickly develop an engaging message to promote on the company's
social media channels now that the required graphics are present (Kostygina et al., 2020).
Since today's consumers are thought to be different from those of the past, viral marketing
through memes could be an interesting new avenue to pursue. In addition, more people will get
familiar with the brand, which is excellent for sales. A company's image can be boosted with
the help of memes by making it appear modern, creative, and relevant, thus creating a
favourable relationship between the two. Consumers' favourable mental associations with the
brand increase its appeal (Teng et al., 2022).
2. 3. Potential issues encountered while using memes to magnify brand awareness and
engagement on social media platforms.
Meme marketing may have lower entrance hurdles than other forms of advertising,
however it can further be stated that there is presence of multiple obstacles as well. The study
as well as the following illustrative example states that meme marketing often backfires, making
the company look inept in the eyes of the public and turning off the people it was trying to
reach. Placing the examination epicentre behind the meme-oriented marketing campaign
deployed by McDonald's which is a worldwide phenomenon and a significant player in the fast-
food industry (Murray et al., 2014).
Meme marketing can be challenging to implement, as seen by the many huge companies
that have failed to produce either effective or easily understood memes. To know if the proposed
meme will have the desired effect, social media marketing experts who are entrusted with
employing this tool need to have a deep understanding of the tastes of their target. This helps
brands in real-time to avoid making mistakes (Mukhopadhyay, 2023).
However, there are a few drawbacks to using memes in advertising that might lessen its
impact. If an organisation uses unpopular or old and out of trend memes, not only would the
campaign fail, but the brand’s goodwill also be at risk. If customers opt to avoid the issue, it
will have a negligible impact on the organisation’s image. Incorrect or contentious meme
content supporting any propoganda has the potential to offend users, which can have adverse
effects (Dimitrov et al., 2021). The upcoming discusses the possible countermeasures which
one can adhere while using memes.
2. 4. The possible countermeasures against the issues of using memes as an extension of
social media marketing.
Memes can help a brand become more relatable to its target demographic. There is a
favourable correlation between the extent to which consumers interact with a brand on social
media and their sense of a personal relationship equivalent to friendship. It is observed that
exhibiting desirable and attractive behaviours and traits boosts the brand`s chances of being
sought out as a social partner. Suppose the brand wants to get the most out of the macros and
avoid the tension associated with the effective implementation of the campaign implementation.
In that case, they need to ensure the use of suitable environments (Malodia et al., 2022).
According to Yankoski et al. (2021), With the growing internet access among the human
population, a higher number of individuals will be vulnerable to campaigns aiming to
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manipulate and enhance their existing beliefs and emotions. To address this issue, it is crucial
to have systems that not only detect deepfake content but also identify coordinated shallow fake
campaigns across various platforms.
Due to the fleeting nature of memes (Nørgaard Kristensen & Mortensen, 2021) swift
action is required to take advantage of their popularity. There may be a brief window of
opportunity when an entertaining meme image coincides with the brand. Therefore, it's best to
take advantage of it by adding the relevant content as soon as possible.
Wendy`s shows the incapability of a brand to deploy a good campaign. A Twitter user
responded to Wendy's post claiming they only use “fresh, never frozen” beef by challenging
the claim, resulting to a series of humorous tweets and retweets between the company and the
individual. Wendy's published a retweet on the platform featuring a slightly altered Pepe the
Frog version meme that resembled their signature mascot. However, since Pepe was recently
linked to racist undertones, the firm swiftly removed the post. It is critically evaluated that the
incompetence of a brand in designing a tailored campaign can have severe consequences
(Dynel, p. 3, 2020).
Following an in-depth comparison of the constructive outlooks of multiple authors the
above analysis navigates through multiple gaps. The examination marked an absence of a
synchronized piece of cohesive arguments introducing the notions, focusing on its integration,
outlining challenges, and establishing solutions. The current examination fills the literature gap
by enclosing a complete introductory and modern marketing ready use of a successful and
widely acceptable marketing tool.
3. RESEARCH METHOD
In line with the epistemological underpinnings of qualitative inquiry, the researchers
adopt a secondary data analysis methodology to meticulously scrutinize existing literature and
discourse on the subject. By leveraging established research findings, this approach enables a
thorough and multidimensional exploration of the phenomenon.
The selection of content and descriptive analysis as the research methodology presents
several compelling advantages in the context of examining the influence of memes on brand
promotion. Primarily, this method allows access to an extensive body of existing knowledge
and scholarly dialogue, providing a robust foundation for the research investigation. By
integrating a broad spectrum of scholarly perspectives, the study achieves a comprehensive
understanding of the intricate dynamics surrounding memes in the realm of brand awareness
and engagement (Javadi & Zarea, 2016).
Moreover, the adoption of qualitative analysis within the ambit of secondary data analysis
harmoniously aligns with the inherent complexities and subtleties entailed in the study of
memes in brand promotion. Content analysis emphasizes an in-depth exploration of the
underlying meanings, contextual nuances, and dynamics associated with the phenomenon under
investigation (Harwood & Garry. 2003). In this study, it facilitates a comprehensive
examination of the diverse ways in which memes are employed to augment brand awareness
and engagement on social media platforms. To conduct the research process, an exhaustive
search across academic databases, notably Emerald, Springer, and DOAJ, was initially carried
out to identify pertinent scholarly articles. Only those articles were selected which were also
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accessible through Google Scholar, search engine, as it is widely recognized for academic rigor
and credibility, reliability and validity of the amassed data.
The data collection process involved a systematic and meticulous selection process to
identify the most pertinent and insightful contributions by keyword search with a time period
filtration. This systematic process facilitated a holistic understanding of the effectiveness of
memes in fostering brand awareness and engagement on social media platforms. Table 1
presents the filter used for each database.
Table 1. Filters used for each databases
Database
Mode of filtration
Time period
Emerald
Using correct keywords, fully
accessible papers were extracted.
2016-2023
Springer
Studies based on memes and related
terms were extracted.
2014-2021
DOAJ
Using keywords such as memes and
meme marketing, the search was
filtered and relevant papers were
extracted.
2018-2023
Source: Authors’ own work
4. RESULT
The current study is aimed at investigating the effectiveness of memes in promoting brand
awareness and engagement on social media platforms through a qualitative secondary data
analysis. The data collection process involved an extensive search across various academic
databases. A total of 16 research works were included in the analysis, ensuring a comprehensive
retrieval of relevant information. These sources encompassed diverse perspectives, theoretical
frameworks, and empirical evidence, providing a robust foundation for the investigation.
Employing descriptive analysis and content analysis, the researchers focused on
identifying underlying meanings, contextual nuances, and dynamics associated with the use of
memes in brand promotion. This approach provided a deep understanding of the multifaceted
ways in which memes are employed to enhance brand awareness and engagement on social
media platforms.
The examination of the gathered data led to several noteworthy findings. Firstly, the study
revealed that memes have emerged as a potent tool for fostering brand visibility within the
dynamic and fast-paced digital landscape. Brands that effectively employed memes witnessed
a significant increase in their online presence, as these humorous and relatable visuals garnered
widespread attention and engagement from users.
Moreover, memes were found to resonate with younger audiences, especially those
belonging to the millennial and Gen Z demographics, due to their colloquial and trendy nature.
This resonation played a pivotal role in enhancing brand relevance and establishing a strong
brand-consumer relationship, ultimately contributing to brand loyalty and advocacy.
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Furthermore, the study demonstrated that the strategic use of memes in brand promotion
necessitates careful consideration of cultural context and audience preferences. Memes that
successfully incorporated elements of pop culture or current events were found to be more
effective in capturing the attention of the target audience and fostering higher levels of
engagement.
However, the study also identified potential risks associated with meme-based brand
promotion. In some cases, poorly executed or insensitive memes result in negative backlash
and damage to brand reputation. Therefore, brand managers and marketers must exercise
caution and adopt responsible content creation practices when utilizing memes as a marketing
tool. The findings of this study underscore the significant impact of memes in promoting brand
awareness and engagement on social media platforms. Memes offer a unique and engaging
approach to brand communication, leveraging humour and relatability to connect with
audiences effectively. Nonetheless, a cautious and culturally sensitive approach is crucial to
harnessing the full potential of memes as a strategic brand promotion tool. The insights gained
from this research contribute to the burgeoning field of digital marketing and provide valuable
guidance for brand strategists aiming to navigate the ever-evolving digital landscape
successfully.
5. DISCUSSION
As presented by Yang (2022), Richard Dawkins, an evolutionary biologist, is credited
with coining the terminology several decades ago. It is further observed that the process of their
spread involves replication and adaptation, just like genetic material. The author uses a wide
variety of examples, including catchphrases, musical motifs, fashion trends, and arch-building
methods.
The current understanding of the notion has been influenced by the development of the
internet. An in-depth examination establishes that memes are conceptual creations that spread
via word of mouth but also include a bit of human cleverness. The study further highlights that
the attractiveness and efficiency have led to their meteoric rise in popularity as a common form
of online expression.
For starters, they have close ties to virtually every social media network, which allows
for lightning-fast distribution. Secondly, they create condensed memes making them perfect for
rapid consumption as internet users are believed to have short attention spans.
As per Olena et. al. (2020), most people prefer watching videos to reading text on a
website. This discovery highlights the value of visual storytelling in the social media space.
The utilisation of creative visual material helps to develop a personal connection between
viewers and the humanistic parts of the business in today's advertising era when people are
flooded with ads featuring explicit calls to action (Olena, et. al., 2020). Marketers should be
keeping up a consistent marketing effort that increases the allure of the social media presence
and creates an active online community around the content. It is further discussed that when
readers start feeling sure about the posts, they can use that to their advantage when trying to
sell them something. Memes can quickly become viral because they only require a single
attention-grabbing image, GIF, or short video clip to convey the intended message (Malodia et
al., 2022).
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Over the past few years, a new Internet trend known as doge has emerged. Often featuring
a Shiba Inu, this meme incorporates concise and vibrant phrases surrounding the image. The
unique and recognizable language used in dogespeak has prompted marketers to utilize the
Shiba Inu's image for advertising purposes. Delta Airlines is among those companies that have
employed the doge meme to promote their services (Bury, 2016).
The viral meme known as Grumpy Cat features a photo of a displeased-looking cat with
humorous captions. This meme has gained widespread popularity on the Internet and has
amassed a large following. Marketers have successfully utilized the Grumpy Cat meme to
generate interest and engage consumers. For example, cat food company Friskies has
incorporated the meme into their advertising campaigns to promote their brand . By employing
humor, the meme creates an emotional connection with consumers (Bury, 2016). Taking
advantage of the public's interest in and enthusiasm for a trend that's already popular can yield
positive results. However, it is essential to pick the right meme (Malodia, et. al., 2022). Thus,
the critical examination established that marketers must not just think about using meme
marketing, but also determine if it is a good fit for their company.
While there may be fewer barriers to entry into meme marketing, it doesn't mean it's any
easier to achieve similar levels of success. Meme efforts often backfire, hurting the company's
reputation and making the brand seem out of touch with its audience. Thus, it is observed that
rather than focusing on their core goal of reaching their target audience, many marketers make
the common mistake of trying to stand out by being creative or unique. Although meme
marketing may seem easy to adopt at first glance, the logical argumentation concludes that this
is not the reality. There are plenty of examples of big companies trying to create memorable or
at least comprehensible memes, but ultimately failing. Knowledge of audience needs and
confidence that the proposed meme will have the desired effect are prerequisites for the social
media marketing specialists tasked with deploying this tool. On the other hand, there are a few
things that could go wrong with meme advertising and make it less effective:
• Inability to grasp the meme's meaning. If the meme's context is misappropriated, the
organisation risks looking completely out of the loop. The company's image will suffer rather
than improve as a direct result of this (Burton, 2019).
• It was a missed opportunity to acquire favour. Using memes that have since fallen
out of favour won't do as much damage to the brand's image as the original problem did, but it
also won't achieve the desired result. Few memes can remain widely popular for extended
periods of time, and as they age, they lose much of their value. The company can't afford to
waste time if it wants to capitalise on trending memes.
• Disconnect between a meme and the intended audience. The ideal case scenario
would be if people ignored it, as this would have no effect on the company's reputation or
bottom line. The worst-case scenario is when people are offended by inappropriate or
provocative information, which can devastate the brand's reputation.
It is observed that offensive material may be included in certain memes. Thus, it's vital to
remember that not all memes are positive. Before diving headfirst into a new fad or
phenomenon, it's smart for a company to do some preliminary research. Simply put, a meme is
a joke that everyone can appreciate. A meme that doesn't make people laugh is just like a bad
joke.
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As per Yankoski et. al. (2021), the integration of humour into a brand's identity may be a
challenging endeavour that calls for careful deliberation to avoid alienating or insulting the
consumers who are the brand's primary focus. In view of the plethora of benefits that memes
have to offer, the existence of the challenges exists in the form of efforts required to enforce
their community norms; businesses must grapple with the difficulty of controlling memes. The
critical examination gravitates that, companies have started tailoring memes to include
messages that are consistent with them. The concept of content gratification pertains to the
degree to which individuals depend on memes to disseminate and obtain informative content,
which can be considered one of the most viable techniques to be utilised for engaging a wider
audience with memes (Leiser, 2022). Previous scholarly works have acknowledged that content
gratification plays a crucial role in driving the usage of social platforms that are mediated by
the internet. Memes have a crucial function in conveying concepts and beliefs by presenting
data through memetic material within a particular framework, as observed in the realm of
memes.
It is further observed from review of secondary literature that the primary incentive
driving individuals' involvement with memes is the prospect of contributing content by
modifying meme templates or authoring commentary on pre-existing memes. The prevailing
opinion holds that memes work best for new, digitally native firms. However, several research
show that memes work just as well for well-known businesses, making it important to reach a
wider audience type. Many well-known firms have yet to tap the advertising potential of memes
online fully. Therefore, it is critically evaluated that the brand managers in a variety of sectors
would benefit from keeping tabs on viral memes and capitalizing on this trend by creating their
own meme-based marketing materials (Zhang & Bi, 2022). Research suggests that higher levels
of brand memory and customer engagement are linked to viral memes that score higher on the
proposed characteristics. It is further outlined that memes are essential to digital marketing
strategies and should be used by all parties involved. This calls for a preventative method of
discovering useful meme templates and evaluating them by building a matrix that includes the
proposed dimensions.
6. CONCLUSIONS
Following an examination of facts and logical series of arguments in the above paper it is
concluded that meme marketing isn't new, but its recent rise to prominence has made it seem
like a more recent phenomenon. Evaluating the success of meme marketing on a global scale
can be difficult. The opinions of individuals towards meme marketing appear to be very
unexpected and not necessarily associated with their social media or meme consumption habits.
It is further concluded that age and self-reported acquaintance with memes are the only constant
indications, but they are too broad and lack sufficient detail for use in practise. In addition, the
absence of a governing body has greatly broadened the application of the meme notion,
allowing any generally recognised and popular phenomenon to qualify as a meme with enough
exposure. It can be difficult for businesses to predict whether an idea will become popular
enough to be exploited via memetic means. Since meme marketing is a form of viral marketing,
it is also subject to the medium's benefits and drawbacks. While inexpensive initially, the spread
of its message can quickly become uncontrollable. Nonetheless, meme marketing has the
potential to develop into a powerful tool with the help of spoken communication. One needs a
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deep familiarity with Internet culture and memes, as well as the ability to spot and cash in on
the buzz surrounding trending topics, to make good use of meme marketing. Companies can
reap the benefits of social media marketing by staffing up with personnel fluent in using social
media platforms and familiar with online and pop culture phenomena such as memes.
The discussion further concludes that small and large businesses alike can benefit from
the modern social media landscape because to the proliferation of various platforms and the
prevalence of powerful data-analytics technologies. Businesses could benefit from
investigating meme marketing, a strategy that has proven to be highly effective in the past. A
critical examination also concludes that the concept of a meme is well-known to a sizeable
percentage of the public. These amusing visuals and animated graphics, which can be easily
adapted to fit a wide range of contexts and quickly gain widespread appeal, are useful for more
than just making people laugh. Research and keeping up with current trends are constant
priorities for successful marketers because both can lead to new opportunities and the creation
of new resources. Meme marketing within the field of social media marketing can show to be
a highly effective instrument if used properly. On the other hand, danger may result from
overlooking important details. The average millennial sees twenty to thirty memes every day.
Given that millennials are now in the majority, it's clear that meme culture plays a major role
today. The concept in question can be imitated endlessly. Since their beginnings, internet
memes have circulated easily shareable content like humorous photos and viral videos.
Therefore, memes have a sought-after presence and can be propagated, reproduced, and
overused before becoming tiresome.
It is concluded that in real-time, professionals in the field of digital marketing have taken
notice of the meme phenomena. They are currently developing social media efforts centred on
meme-based engagements that claim to deliver economic benefits to cater to the tastes of their
audience. Thus, the paper states that meme marketing is a low-cost and widely available
promotional strategy.
Biography
Navrang Rathi is a PhD candidate at the CHRIST (DEEMED TO BE) University, Commerce department,
Bangalore. Her research is inclined towards the application of memetics and adding value to phenomenon of meme
. She is currently researching the theories aiding the development of memes and allied topics as a stream.
Email: navrang.rathi@res.christuniversity.in
Dr. Pooja Jain is an Associate Professor at the CHRIST (DEEMED TO BE) University, Commerce department,
Bangalore where she teaches marketing and finance to undergraduate and post-graduate students. She has 15 +
years of teaching experience and currently researching the social media marketing strategies adopted by corporates.
Email: pooja.jain@christuniversity.in
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