As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with some using specialized professionals to create memetic ad content.
Despite this, little scholarly research on the phenomenon has appeared. A series of six focus groups conducted with older Gen-Z undergraduates at a large Western US university yields consonant and dissonant beliefs and perspectives about this emergent and conceivably powerful advertising and marketing practice. Participants express that memetic advertising has potential for nonserious, lighthearted brands with a consistent social media presence but less potential for serious brands or brands that try to appropriate meme culture for financial gain.
The importance of humor, cultural narratives and social connections as they relate to internet meme culture is inherent in these discussions. This study joins a small body of work examining the effectiveness, viability and limitations of memetic advertising as an online advertising venture. Implications and prescriptive advice are offered.
Vardeman, C. A focus group study", Qualitative Market Research , Vol. Please share your general feedback. Contact Customer Support. To read this content please select one of the options below:. Access and purchase options You may be able to access this content by logging in via your Emerald profile. Rent this content from DeepDyve. Rent from DeepDyve. If you think you should have access to this content, click to contact our support team.
Contact us. Please note you do not have access to teaching notes. Access and purchase options You may be able to access teaching notes by logging in via your Emerald profile. Abstract Purpose As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with some using specialized professionals to create memetic ad content. Findings Participants express that memetic advertising has potential for nonserious, lighthearted brands with a consistent social media presence but less potential for serious brands or brands that try to appropriate meme culture for financial gain.
