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Global Conference 2019

du 12 au 16 July 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

Evaluation and Impact of Meme Use in a Social Marketing Campaign

dimanche 14 juillet 2019 à 10:15–samedi 13 juillet 2019 à 11:45 CST
3 Room 3
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Attention and Perception
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

Additional Authors

Dougal Klimaitis, University of Western Australia
Chargement en cours …