Objective: Advertising virality is a pivotal element in contemporary marketing strategies. Memes serve as an effective medium to amplify this virality. This study seeks to examine the impact of iconicity, consumption values, and self-congruity on the levels of meme engagement and their resultant virality.
Method: This study adopts a between-subjects experimental methodology to investigate the influence of iconicity, consumption values, and self-congruity on meme engagement and its subsequent virality. Ten fictitious memes were meticulously crafted and pre-tested by an independent group of participants to ensure the validity of the manipulation. A total of 200 participants were exposed to these memes and subsequently completed a structured questionnaire designed to assess their levels of engagement with the memes and perceptions of virality.
Findings: The findings of this study suggest that consumption values and self-ideal significantly influence meme engagement. Meme virality is predominantly driven by customer engagement with the meme content. While the direct impact of iconicity was found to be non-significant, it revealed an interactive effect in the context of consumption values.
Conclusion: The research findings demonstrate that consumption values exert a significant influence on meme engagement. The outcomes of this study provide valuable insights and hold meaningful implications for marketing professionals.