Impact of Meme advertising on brand equity
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Date
2022-06Author
Muhammad Sufyan, Ramish
Ummi Naiemah, Saraih
Julinawati, Suanda
Junaid, Ansari
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Show full item recordAbstract
This study has inspected the design of the meme advertising on brand equity among
the population of Pakistan and dug into how meme advertising can influence the
brand among the target population and if they create a negative or positive effect
among them in ultimately enhancing the brand equity. The participants who
participated in this research by filling out the survey form were 211, in which 118
were females and 93 were males. These respondents were the ones who are active
on social media in Pakistan. These respondents were given a google survey form
which consisted of a meme of a renowned brand and questions related to that
particular meme and brand. The responses collected from the survey were used
further in performing a statistical test on it through Smart PLS. The result obtained
from Smart PLS showed that attitude towards meme advertisement mediates
between visual appeal and attitude towards brand, attitude towards meme
advertisement mediates between entertainment and attitude towards brand,
attitude towards meme advertisement mediates between creativity of meme
advertisement and attitude towards brand and attitude towards brand mediates
between attitude towards meme advertisement and brand equity. Results are
further discussed to construct the validity of meme advertising. These findings
suggest that meme advertising do have an effect on brand equity, SmartPls
approach was used in this research study to judge the conceptual model and
hypothesis on the basis of different statistical tests. The research was done on the
population of active social users of Pakistan that are forty-six million. The survey
has a sample size of 385.