ItemArticle

Memes and Marketing: What the social media users have to say?; [Memes e Marketing: O que os usuios das redes sociais t a dizer?]

Title
Memes and Marketing: What the social media users have to say?; [Memes e Marketing: O que os usuios das redes sociais t a dizer?]
Creator
Rathi, Navrang; Jain, Pooja
Description
This study delves into the nascent field of memesunits of cultural transmissionfocusing on their potential applications, notably to the field of marketing. The research highlights the prevalence of brands creating meme content to engage with the public, but notes a dearth of comprehension regarding user responses to such content. The study employs semi-structured interviews to gauge social media users' awareness and receptiveness to brand-generated memes. Information was collected from thirty people residing in India. The sample consisted of people from Generations X (1965 1980), Generation Y (Millennials) (1981 1995), and Generation Z (1995 Present). Following a Grounded Theory approach, a textual analysis categorizes participants based on shared responses, utilizing the Theory of Diffusion of Innovations to understand the adoption of new content. The objective of the paper is to analyze individuals' attitudes towards memes and classify them into distinct categories, such as early adopters, those uncomfortable with memes, indifferent individuals, or late adopters. The theory identifies distinct user categories, shedding light on how various segments of society embrace innovations. The study aims to enhance marketers' understanding of meme reception, offering insights and recommendations for evolving this form of marketing into a more effective and entertaining practice. This Article is Distributed Under the Terms of the Creative Commons Attribution 4.0 International License https://creativecommons.org/licenses/by/4.0/deed.en.
Source
Brazilian Business Review;Volume;22;Issue;;Article No.;e20242057;
Date
01-01-2025
Publisher
FUCAPE Business School
Subject
Culture; Marketing; Memes; Social Media platforms; Social Media Users
Coverage
Rathi N., Aims IBS Business School, Bengaluru, India; Jain P., CHRIST (Deemed to be University), Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 18082386;
Format
online
Language
English
Type
Article

Citation

Rathi, Navrang; Jain, Pooja, “Memes and Marketing: What the social media users have to say?; [Memes e Marketing: O que os usuios das redes sociais t a dizer?],” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23344.

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