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Publicação
Os memes e a sua influência na imagem de marca
Autores
Orientador(es)
Resumo(s)
O contínuo uso das redes sociais por parte dos consumidores e das marcas providenciou novas meios para interagirem entre si. As marcas precisam de estar cientes quanto às diversas estratégias de comunicação de marketing, neste caso o marketing de memes. Os utilizadores de redes sociais sofrem de um fenómeno denominado de contágio social, que se relaciona com a velocidade de transmissão de informações em plataformas on-line. O compartilhamento massivo de memes pode afetar a imagem das marcas tanto positiva quanto negativamente. Assim, este estudo pretende compreender os fatores que fazem um meme afetar a imagem de uma marca por parte dos consumidores.
O presente estudo tem um carácter exploratório, onde o objetivo é recolher informação e aprofundar o conhecimento sobre o tópico. Assim, assenta numa metodologia qualitativa, realizada através da estratégia de investigação focus group. Resultante de uma amostragem não probabilística intencional, foram realizados dois focus group. Os dados recolhidos foram analisados através de uma análise de conteúdo.
Os resultados obtidos evidenciam que (1) o marketing de memes pode afetar a imagem de marca tanto positiva como negativamente, (2) os fatores que afetam a imagem de marca são a fecundidade, fidelidade de cópia, longevidade, humor, intensidade emocional e remistura e (3) os memes podem fortalecer as associações de marca e, consequentemente, melhorar a imagem de marca, caso ocorra recordação de marca.
The continued use of social media by consumers and brands has provided new ways to interact with each other. Brands need to be aware of different marketing communication strategies, in this case meme marketing. Social media users suffer from a phenomenon called social contagion, which is related to the speed at which information is transmitted on online platforms. The massive sharing of memes can affect brands' image both positively and negatively. Therefore, this study aims to understand the factors that make a meme affect consumers' brand image. The present study has an exploratory nature, where the objective is to collect information and deepen knowledge on the topic. Thus, it is based on a qualitative methodology, carried out through the focus group research strategy. Resulting from intentional non-probabilistic sampling, two focus groups were carried out. The data collected was analyzed using a content analysis. The results obtained shows that (1) meme marketing can affect brand image both positively and negatively, (2) the factors that affect brand image are fecundity, copy-fidelity, longevity, humor, emotional intensity and remixing and (3) memes can strengthen brand associations and, consequently, improve brand image, if brand recall occurs.
The continued use of social media by consumers and brands has provided new ways to interact with each other. Brands need to be aware of different marketing communication strategies, in this case meme marketing. Social media users suffer from a phenomenon called social contagion, which is related to the speed at which information is transmitted on online platforms. The massive sharing of memes can affect brands' image both positively and negatively. Therefore, this study aims to understand the factors that make a meme affect consumers' brand image. The present study has an exploratory nature, where the objective is to collect information and deepen knowledge on the topic. Thus, it is based on a qualitative methodology, carried out through the focus group research strategy. Resulting from intentional non-probabilistic sampling, two focus groups were carried out. The data collected was analyzed using a content analysis. The results obtained shows that (1) meme marketing can affect brand image both positively and negatively, (2) the factors that affect brand image are fecundity, copy-fidelity, longevity, humor, emotional intensity and remixing and (3) memes can strengthen brand associations and, consequently, improve brand image, if brand recall occurs.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Memes Marketing de Memes Imagem de Marca Contágio Social Associações de Marca Memes Meme Marketing Brand Image Social Contagion Brand Associations
Contexto Educativo
Citação
Rocha, Ana Marta Rodrigues (2023). “Os memes e a sua influência na imagem de marca”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão