TY - GEN
T1 - Exploring the Effects of Internet Memes in Social Media Marketing through A/B Testing
AU - Yang, Xue
AU - Hayashi, Takaki
N1 - Funding Information:
This work was partially supported by Keio University Academic Development Funds for Individual Research.
Publisher Copyright:
© 2021 IEEE.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
KW - A/B testing
KW - Internet meme
KW - generalized linear mixed models
KW - meme marketing
KW - social network service
UR - http://www.scopus.com/inward/record.url?scp=85123591179&partnerID=8YFLogxK
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U2 - 10.1109/CBI52690.2021.10060
DO - 10.1109/CBI52690.2021.10060
M3 - Conference contribution
AN - SCOPUS:85123591179
T3 - Proceedings - 2021 IEEE 23rd Conference on Business Informatics, CBI 2021 - Main Papers
SP - 97
EP - 106
BT - Proceedings - 2021 IEEE 23rd Conference on Business Informatics, CBI 2021 - Forum and Workshop Papers
A2 - Almeida, Joao Paulo A.
A2 - Bork, Dominik
A2 - Guizzardi, Giancarlo
A2 - Guizzardi, Giancarlo
A2 - Montali, Marco
A2 - Proper, Henderik A.
A2 - Sales, Tiago P.
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 23rd IEEE Conference on Business Informatics, CBI 2021
Y2 - 1 September 2021 through 3 September 2021
ER -