Internet memes increase in popularity every year as more people join social media platforms. This has not gone unnoticed by companies that are growing marketing communications in the relatively new field of meme marketing. The purpose of this thesis is to analyze and evaluate company-posted memes with the content, form, and stance framework to identify common elements used by posts that have a high degree of consumer engagement. The method used for this study was netnography, hence the study is a qualitative study used for analyzing data on social media. The data was collected by using established criteria, following this, a qualitative and interpretive analysis was used to identify common elements within the content, form, and stance framework, which the findings are based upon. The main findings of the empirical research were that Internet memes successfully generate consumer engagement by using varied and unique content that is enjoyable to users. Using video or picture format, along with sounds, captions, and preexisting meme templates. The findings regarding the stance of posts were that Internet memes positively affect consumer engagement by being comedic, relatable, or ironic, utilizing unserious tones and context-based communication. Internet memes that generate high degrees of consumer engagement have connections to the company's product offering, this final element was observed in every Internet meme collected for this study.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64547 |
| Date | January 2024 |
| Creators | Blomberg, Axel, Linder, Erik |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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