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Beyond the Laugh: A Mixed-Methods Analysis of Consumer Responses to Branded Memes on TikTok

https://doi.org/10.2139/ssrn.5734740
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Outgoing claims: the papers this work cites, builds on, or argues with.

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Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement
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I am who I am: Sharing photos on social media by older consumers and its influence on subjective well‐being
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A dual‐process model of how incorporating audio‐visual sensory cues in video advertising promotes active attention
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Meme marketing: How can marketers drive better engagement using viral memes?
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The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education
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Brand-generated social media content and its differential impact on loyalty program members
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Cognitive appraisals and individual differences in sense of humor: Motivational and affective implications
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Positive Emotions Broaden and Build
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Investigating the impact of social media advertising features on customer purchase intention
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Social media influencers’ narrative strategies to create eWOM: A theoretical contribution
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Drivers of consumer–brand identification
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Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications
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The Role of Social Media Content Format and Platform in Users’ Engagement Behavior
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I (heart) social ventures: Identification and social media engagement
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Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior
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Assessing measurement model quality in PLS-SEM using confirmatory composite analysis
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Marketing video-enabled social media as part of your e-recruitment strategy: Stop trying to be trendy
inferredcites →https://doi.org/10.1016/j.jretconser.2023.103592openalex-snapshot
Customer inspiration in retailing: The role of perceived novelty and customer loyalty across offline and online channels
inferredcites →https://doi.org/10.1016/j.jretconser.2023.103702openalex-snapshot
Meme marketing effectiveness: A moderated-mediation model
inferredcites →https://doi.org/10.1016/j.pubrev.2018.06.004openalex-snapshot
One does not simply meme about organizations: Exploring the content creation strategies of user-generated memes on Imgur
inferredcites →https://doi.org/10.1037/0021-9010.88.5.879openalex-snapshot
Common method biases in behavioral research: A critical review of the literature and recommended remedies.
inferredcites →https://doi.org/10.1037/0022-3514.35.2.63openalex-snapshot
Self-schemata and processing information about the self.
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Conflict, arousal, and curiosity.
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On psychological growth and vulnerability: Basic psychological need satisfaction and need frustration as a unifying principle.
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This Is My Hometown! The Role of Place Attachment, Congruity, and Self-Expressiveness on Residents’ Intention to Share a Place Brand Message Online
inferredcites →https://doi.org/10.1080/0267257x.2016.1143863openalex-snapshot
Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness?
inferredcites →https://doi.org/10.1080/0267257x.2019.1576756openalex-snapshot
A different perspective on consumer engagement: exploring the experience of using health apps to support healthier food purchasing
inferredcites →https://doi.org/10.1080/0267257x.2022.2158906openalex-snapshot
Towards an understanding of meme marketing: conceptualisation and empirical evidence
inferredcites →https://doi.org/10.1080/0965254x.2020.1777459openalex-snapshot
Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram
inferredcites →https://doi.org/10.1080/10496491.2022.2054904openalex-snapshot
Using Funny Memes for Social Media Marketing: The Moderating Role of Bandwagon Cues
inferredcites →https://doi.org/10.1093/jcr/ucab051openalex-snapshot
A Liberating-Engagement Theory of Consumer Fun
inferredcites →https://doi.org/10.1108/09555341211242132openalex-snapshot
Structural equation modeling in social science research
inferredcites →https://doi.org/10.1108/ejm-03-2018-0221openalex-snapshot
Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency
inferredcites →https://doi.org/10.1108/itp-11-2021-0850openalex-snapshot
What keeps me engaging? A study of consumers' continuous social media brand engagement practices
inferredcites →https://doi.org/10.1108/jcm-09-2019-3412openalex-snapshot
Brand engagement in self-concept: a comparative study in Austria, Italy and Poland
inferredcites →https://doi.org/10.1108/jpbm-02-2024-5002openalex-snapshot
Fostering brand love through branded memes on social media
inferredcites →https://doi.org/10.1108/mip-04-2018-0130openalex-snapshot
Antecedents of consumers’ engagement with brand-related content on social media
inferredcites →https://doi.org/10.1108/oir-05-2017-0150openalex-snapshot
Mediating impact of fan-page engagement on social media connectedness and followers purchase intention
inferredcites →https://doi.org/10.1177/002224378101800104openalex-snapshot
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
inferredcites →https://doi.org/10.1177/0047287519878510openalex-snapshot
Destination Authenticity as a Trigger of Tourists’ Online Engagement on Social Media
inferredcites →https://doi.org/10.1177/0973258615614420openalex-snapshot
Humour 2.0: Styles and Types of Humour and Virality of Memes on Facebook
inferredcites →https://doi.org/10.1177/1461444820983603openalex-snapshot
Extending the Internet meme: Conceptualizing technological mimesis and imitation publics on the TikTok platform
inferredcites →https://doi.org/10.1207/s15327663jcp1401&2_19openalex-snapshot
Narrative Processing: Building Consumer Connections to Brands
inferredcites →https://doi.org/10.1509/jm.74.2.71openalex-snapshot
Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
inferredcites →https://doi.org/10.32479/irmm.11313openalex-snapshot
USING “MEMES” AS A MARKETING COMMUNICATION TOOL IN CONNECTING WITH CONSUMERS WITHIN THE AGE OF DIGITAL CONNECTIVITY
inferredcites →https://doi.org/10.3390/bs14070521openalex-snapshot
Trend Conformity Behavior of Luxury Fashion Products for Chinese Consumers in the Social Media Age: Drivers and Underlying Mechanisms
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