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LAI, Wing-Lam (2022) The integration of pop-culture into social media marketing campaign - Studying firm-generated memes in Hong Kong. [Dissertation (University of Nottingham only)]

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Abstract

With the prevailing use of internet memes (IM) as a social media marketing (SMM) tool, firms started creating their own memes, and integrating pop culture into their product promotion in the IM (Hecker, 2020). While there are only scant research focusing on IM and brand equity, and lacking research on how to manage the IM’s influence on brand, this study shifts the current paradigm of user-generated memes to firm-generated memes for a further study.

The purpose of this study aims to determine the impact of firm-generated memes on consumer-based brand equity (CBBE). It firstly addressed the effectiveness of using firm-created memes to improve brand perception and relationship with customer under the framework CBBE. Furthermore, it also emphasised the integration of pop-culture with product promotion in firm- generated memes under the context of Hong Kong.

This research was conducted as a deductive study, which a quantitative research method was adopted to investigate the hypotheses developed from the current literature in the field. The data was collected through a sample of 66 questionnaires from Hong Kong citizen who aged between 18-42. A self- completion questionnaire was contextualized within the case of the home furniture and accessories brand IKEA, who is well-known for its memes marketing in Hong Kong (IMSIUPIN, 2022). The results indicated that firm- generated memes had a strong positive and significant effect on all three constructs of CBBE: brand awareness/ association, perceived quality, and brand loyalty. As a result, all three hypotheses were significantly not rejected.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	English and Traditional Chinese
Depositing User:	Lai, Wing
Date Deposited:	30 Jun 2023 13:42
Last Modified:	30 Jun 2023 13:42
URI:	https://eprints.nottingham.ac.uk/id/eprint/70264

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