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Evaluation and Impact of Meme Use in a Social Marketing Campaign
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Cause Related Advertising
Digital/Online Advertising
Viral Advertising
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