Meme marketing effectiveness: A moderated-mediation model

Abstract

Underpinned by brand placement literature, associative network theory, and narrative transportation theory, this research examines how meme marketing types (brand prominent and brand subtle) create immersive consumer experiences through narrative transportation and the moderating effects of consumer brand knowledge, meme literacy, and linguistic characteristics (i.e., pronouns) on meme marketing effectiveness. Study 1 (N = 300) confirms that brand prominent meme marketing generates more favourable consumer outcomes (attitude towards ad, customer engagement) and narrative transportation compared to brand subtle meme marketing. Additionally, Study 1 examines the moderating effects of consumer brand knowledge and the mediating role of narrative transportation. Study 2 (N = 300) validates the findings of Study 1 and assesses the mediating role of narrative transportation between brand prominent meme marketing (vs. brand subtle) and outcomes among consumers with varying meme literacy. Brand prominent meme marketing yields profound consumer outcomes and narrative transportation, especially with low brand knowledge. Study 3 (N = 253) confirms the results of Studies 1 and 2 and further introduces a novel linguistic moderator, examining the use of first-person and second-person pronouns within the meme marketing content using a different product category. This study uncovers the influence of second-person pronouns on intensifying narrative transportation. Empirical evidence supports all three moderated mediation models. Overall, this study adds to the knowledge on meme marketing and provides useful insights for designing and targeting effective meme marketing campaigns.