Exploring the Effects of Internet Memes in Social Media Marketing through A/B Testing

Xue Yang, Takaki Hayashi

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This study is concerned with the'Internet meme', an image with a brief message attached to a Social Network Service (SNS) post expressing one's mood humorously. Internet memes have become popular especially among young users recently. Meme marketing, one of the growing corporate strategies designed for more effective online brand communication, has been evolving in environments where younger generations have become the most active individuals and constitute the majority of the virtual Internet society of today. The purpose of this study is to quantify the effects of Internet memes in the context of social media marketing on SNS platforms. A/B testing is conducted with dozens of post experiments on an SNS platform that has the most users in China to test the effect of Internet memes by measuring the post engagement rates. Further, a statistical analysis using generalized linear mixed models is conducted for exploring the characteristics of users who tend to react to Internet memes. Practical implications for SNS marketing are also drawn.

Original languageEnglish
Title of host publicationProceedings - 2021 IEEE 23rd Conference on Business Informatics, CBI 2021 - Forum and Workshop Papers
EditorsJoao Paulo A. Almeida, Dominik Bork, Giancarlo Guizzardi, Giancarlo Guizzardi, Marco Montali, Henderik A. Proper, Tiago P. Sales
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages97-106
Number of pages10
ISBN (Electronic)9781665420693
DOIs
Publication statusPublished - 2021
Externally publishedYes
Event23rd IEEE Conference on Business Informatics, CBI 2021 - Virtual, Online, Italy
Duration: 2021 Sep 12021 Sep 3

Publication series

NameProceedings - 2021 IEEE 23rd Conference on Business Informatics, CBI 2021 - Main Papers
Volume2

Conference

Conference23rd IEEE Conference on Business Informatics, CBI 2021
Country/TerritoryItaly
CityVirtual, Online
Period21/9/121/9/3

Keywords

  • A/B testing
  • Internet meme
  • generalized linear mixed models
  • meme marketing
  • social network service

ASJC Scopus subject areas

  • Industrial and Manufacturing Engineering
  • Modelling and Simulation
  • Computer Networks and Communications
  • Management Information Systems
  • Information Systems and Management
  • Control and Systems Engineering
  • Organizational Behavior and Human Resource Management
  • Information Systems

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