KOREASCHOLAR

WHAT DRIVES CONSUMERS TO LIKE AND RETWEET BRAND POSTS ON SOCIAL MEDIA? THE IMPACT OF BRAND POSTS WITH MEMES ON PERCEIVED HUMOR AND CONSUMER ENGAGEMENT

Sphurti Sewak, Jaehoon Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422088
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.112
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Social media has emerged as a prevalent tool for businesses in recent years through which brands actively engage in promotions. This development has resulted in several social media trends aimed at garnering increased consumer engagement on various social media platforms that brands utilize routinely. We investigate one such prevalent social media trend: brands sharing memes. Several popular brands, such as Netflix, regularly post memes on social media platforms. Therefore, it is important to study the brands’ use of memes and their resultant impact on consumer behavior.

Keyword
Social mediaBrand postsConsumer engagementMemesPerceived humor
Author
  • Sphurti Sewak(Florida International University, USA)
  • Jaehoon Lee(Florida International University, USA)