Exploring the Effects of Internet Memes in Social Media Marketing through A/B Testing

Xue Yang, Takaki Hayashi

研究成果: Conference contribution

1 被引用数 (Scopus)

抄録

This study is concerned with the'Internet meme', an image with a brief message attached to a Social Network Service (SNS) post expressing one's mood humorously. Internet memes have become popular especially among young users recently. Meme marketing, one of the growing corporate strategies designed for more effective online brand communication, has been evolving in environments where younger generations have become the most active individuals and constitute the majority of the virtual Internet society of today. The purpose of this study is to quantify the effects of Internet memes in the context of social media marketing on SNS platforms. A/B testing is conducted with dozens of post experiments on an SNS platform that has the most users in China to test the effect of Internet memes by measuring the post engagement rates. Further, a statistical analysis using generalized linear mixed models is conducted for exploring the characteristics of users who tend to react to Internet memes. Practical implications for SNS marketing are also drawn.

本文言語English
ホスト出版物のタイトルProceedings - 2021 IEEE 23rd Conference on Business Informatics, CBI 2021 - Forum and Workshop Papers
編集者Joao Paulo A. Almeida, Dominik Bork, Giancarlo Guizzardi, Giancarlo Guizzardi, Marco Montali, Henderik A. Proper, Tiago P. Sales
出版社Institute of Electrical and Electronics Engineers Inc.
ページ97-106
ページ数10
ISBN(電子版)9781665420693
DOI
出版ステータスPublished - 2021
外部発表はい
イベント23rd IEEE Conference on Business Informatics, CBI 2021 - Virtual, Online, Italy
継続期間: 2021 9月 12021 9月 3

出版物シリーズ

名前Proceedings - 2021 IEEE 23rd Conference on Business Informatics, CBI 2021 - Main Papers
2

Conference

Conference23rd IEEE Conference on Business Informatics, CBI 2021
国/地域Italy
CityVirtual, Online
Period21/9/121/9/3

ASJC Scopus subject areas

  • 産業および生産工学
  • モデリングとシミュレーション
  • コンピュータ ネットワークおよび通信
  • 管理情報システム
  • 情報システムおよび情報管理
  • 制御およびシステム工学
  • 組織的行動および人的資源管理
  • 情報システム

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