Evaluation and Impact of Meme Use in a Social Marketing Campaign

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Evaluation and Impact of Meme Use in a Social Marketing Campaign

Sunday, July 14, 2019 at 10:15 AM–Saturday, July 13, 2019 at 11:45 AM CST

3 Room 3

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Abstract

This study considers the characteristics and interpretations of internet memes, developed for an anti-speeding campaign targeted at young adults, which impact attitudinal and behavioral change. Four hundred and fifteen Australian drivers between the ages of 18-25 provide data for the study. Simplicity, humor, creativity, trendiness, relatability and an appropriate source-meme fit influence the impact of a meme, which positively effects speeding attitudes, behaviors and the likelihood of sharing the meme. This research shows memes can be an effective communications tool in social marketing campaigns.

First & Corresponding Author

Gregory J Brush, The University of Western Australia

Authors in the order to be printed.

Gregory Brush, Dougal Klimaitis

Global Conference 2019

July 12–16, 2019

Peking University, Beijing, China