Purpose

This study aims to investigate how Internet memes affect brand image.

Design/methodology/approach

The authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect data from 348 valid Internet consumers.

Findings

The authors proposed four significant characteristics of Internet memes: humour, high positive emotional intensity, brand interactions and prestige, and high spreadability to prompt consumers to remake, share and spread memes. The study results indicate that Internet memes positively influence the brand image. However, not all meme characteristics were correlated with the brand image; only brand prestige, interaction and humour enhanced brand image.

Originality/value

For scholars in online marketing communication research, this study shifts the current paradigm of brand-generated and customer-passive to user-generated and customer-active. It also addresses the importance of pandemic effects of Internet memes on brand image. To be specific, this study presents the important symbolic values that Internet memes need to include to affect consumers' behaviour in response to perceived brand image by applying both mind infection and symbolic value perspectives. Finally, this study redefines the dimensions and measurements of Internet memes to address the lack of consensus and concrete scales regarding meme transmission characteristics and extending into online marketing communication strategies.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0364

中文翻译：

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网络模因如何影响品牌形象？

目的

本研究旨在调查互联网模因如何影响品牌形象。

设计/方法/方法

作者首先使用 Delphi 方法来细化 Internet meme 的结构和维度，并开发了 Internet meme 的量表。其次，作者使用问卷调查从 348 名有效的互联网消费者中收集数据。

发现

作者提出了互联网表情包的四个显着特征：幽默、高积极情绪强度、品牌互动和声望，以及高传播性，以促使消费者重新制作、分享和传播表情包。研究结果表明，网络模因对品牌形象有积极影响。然而，并不是所有的模因特征都与品牌形象相关。只有品牌声望、互动和幽默才能提升品牌形象。

原创性/价值

对于在线营销传播研究的学者来说，本研究将当前的品牌生成和客户被动范式转变为用户生成和客户主动。它还解决了互联网模因大流行对品牌形象的影响的重要性。具体而言，本研究通过应用心灵感染和符号价值视角，提出了互联网模因需要包含的重要符号价值，以影响消费者对感知品牌形象的行为。最后，本研究重新定义了互联网迷因的维度和衡量标准，以解决关于迷因传播特征和延伸到在线营销传播策略方面缺乏共识和具体尺度的问题。

同行评审

本文的同行评审历史可在以下网址获得：https://publons.com/publon/10.1108/OIR-11-2019-0364