Impact of Meme advertising on brand equity
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School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
2022
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my.unimap-757802022-08-02T03:50:33Z Impact of Meme advertising on brand equity Muhammad Sufyan, Ramish Muhammad Sufyan, Ramish Ummi Naiemah, Saraih Julinawati, Suanda Junaid, Ansari smsufyan@gmail.com Institute of Business Management, Karachi City Faculty of Applied & Human Sciences, Universiti Malaysia Perlis (UniMAP) Attitude towards advertising Brand equity Brand image Meme advertising Visual appeal Link to publisher's homepage at https://ijbt.unimap.edu.my This study has inspected the design of the meme advertising on brand equity among the population of Pakistan and dug into how meme advertising can influence the brand among the target population and if they create a negative or positive effect among them in ultimately enhancing the brand equity. The participants who participated in this research by filling out the survey form were 211, in which 118 were females and 93 were males. These respondents were the ones who are active on social media in Pakistan. These respondents were given a google survey form which consisted of a meme of a renowned brand and questions related to that particular meme and brand. The responses collected from the survey were used further in performing a statistical test on it through Smart PLS. The result obtained from Smart PLS showed that attitude towards meme advertisement mediates between visual appeal and attitude towards brand, attitude towards meme advertisement mediates between entertainment and attitude towards brand, attitude towards meme advertisement mediates between creativity of meme advertisement and attitude towards brand and attitude towards brand mediates between attitude towards meme advertisement and brand equity. Results are further discussed to construct the validity of meme advertising. These findings suggest that meme advertising do have an effect on brand equity, SmartPls approach was used in this research study to judge the conceptual model and hypothesis on the basis of different statistical tests. The research was done on the population of active social users of Pakistan that are forty-six million. The survey has a sample size of 385. 2022 2022-08-02T03:50:33Z 2022-08-02T03:50:33Z 2022-06 Article International Journal of Business and Technopreneurship, vol.12(2), 2022, pages 115-130 2231-7090 (printed) 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/75780 https://ijbt.unimap.edu.my en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) |
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Universiti Malaysia Perlis |
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Malaysia |
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Universiti Malaysia Perlis |
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http://dspace.unimap.edu.my/ |
| language |
English |
| topic |
Attitude towards advertising Brand equity Brand image Meme advertising Visual appeal |
| spellingShingle |
Attitude towards advertising Brand equity Brand image Meme advertising Visual appeal Muhammad Sufyan, Ramish Muhammad Sufyan, Ramish Ummi Naiemah, Saraih Julinawati, Suanda Junaid, Ansari Impact of Meme advertising on brand equity |
| description |
Link to publisher's homepage at https://ijbt.unimap.edu.my |
| author2 |
smsufyan@gmail.com |
| author_facet |
smsufyan@gmail.com Muhammad Sufyan, Ramish Muhammad Sufyan, Ramish Ummi Naiemah, Saraih Julinawati, Suanda Junaid, Ansari |
| format |
Article |
| author |
Muhammad Sufyan, Ramish Muhammad Sufyan, Ramish Ummi Naiemah, Saraih Julinawati, Suanda Junaid, Ansari |
| author_sort |
Muhammad Sufyan, Ramish |
| title |
Impact of Meme advertising on brand equity |
| title_short |
Impact of Meme advertising on brand equity |
| title_full |
Impact of Meme advertising on brand equity |
| title_fullStr |
Impact of Meme advertising on brand equity |
| title_full_unstemmed |
Impact of Meme advertising on brand equity |
| title_sort |
impact of meme advertising on brand equity |
| publisher |
School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) |
| publishDate |
2022 |
| url |
http://dspace.unimap.edu.my:80/xmlui/handle/123456789/75780 |
| _version_ |
1743108373941846016 |