Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity
The modern globalisation and the expansion of multinational brands and social communications has resulted in the youth-consumer market of today being relentlessly exposed to increasing competitive multimedia messages and advertising. This research explored the impact of brand attitude, brand percep...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2021-05-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/11313 |
| _version_ | 1797911657171648512 |
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| author | Sorina Vasile Lebogang Mototo Tinashe Chuchu |
| author_facet | Sorina Vasile Lebogang Mototo Tinashe Chuchu |
| author_sort | Sorina Vasile |
| collection | DOAJ |
| description |
The modern globalisation and the expansion of multinational brands and social communications has resulted in the youth-consumer market of today being relentlessly exposed to increasing competitive multimedia messages and advertising. This research explored the impact of brand attitude, brand perception and social influence on brand engagement. It also investigated the impact of brand engagement on behavioural intention. The data was collected through a sample of 350 questionnaires administered to a target population consisting of young consumers in Braamfontein, Johannesburg. The results indicated that Brand Perception and Social Influence both have a positive and significant effect on brand engagement. That is, while Brand Attitude positively influences Brand Engagement, the effect was not found to be significant. Brand Engagement, the mediator variable was strongly supported and had a highly significant effect on Behavioural Intention. Managerial implications, limitations, and further research directions.
Keywords: Memetic marketing, advertising, behavioural intention,
JEL Classifications: M3, M30, M31
DOI: https://doi.org/10.32479/irmm.11313
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| first_indexed | 2024-04-10T11:43:56Z |
| format | Article |
| id | doaj.art-738b1ff7d508444d9d40d5d34963ac56 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T11:43:56Z |
| publishDate | 2021-05-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-738b1ff7d508444d9d40d5d34963ac562023-02-15T16:17:26ZengEconJournalsInternational Review of Management and Marketing2146-44052021-05-01113Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital ConnectivitySorina Vasile0Lebogang Mototo1Tinashe Chuchu2University of the WitwatersrandUniversity of Cape Town.University of the Witwatersrand The modern globalisation and the expansion of multinational brands and social communications has resulted in the youth-consumer market of today being relentlessly exposed to increasing competitive multimedia messages and advertising. This research explored the impact of brand attitude, brand perception and social influence on brand engagement. It also investigated the impact of brand engagement on behavioural intention. The data was collected through a sample of 350 questionnaires administered to a target population consisting of young consumers in Braamfontein, Johannesburg. The results indicated that Brand Perception and Social Influence both have a positive and significant effect on brand engagement. That is, while Brand Attitude positively influences Brand Engagement, the effect was not found to be significant. Brand Engagement, the mediator variable was strongly supported and had a highly significant effect on Behavioural Intention. Managerial implications, limitations, and further research directions. Keywords: Memetic marketing, advertising, behavioural intention, JEL Classifications: M3, M30, M31 DOI: https://doi.org/10.32479/irmm.11313 http://mail.econjournals.com/index.php/irmm/article/view/11313 |
| spellingShingle | Sorina Vasile Lebogang Mototo Tinashe Chuchu Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity International Review of Management and Marketing |
| title | Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity |
| title_full | Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity |
| title_fullStr | Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity |
| title_full_unstemmed | Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity |
| title_short | Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity |
| title_sort | using memes as a marketing communication tool in connecting with consumers within the age of digital connectivity |
| url | http://mail.econjournals.com/index.php/irmm/article/view/11313 |
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