The Intersection of Meme Marketing, Advertising Disclosure, and Humour in Consumer Responses

Abstract

This study investigates the effectiveness of meme marketing and its impact on consumer behaviour through a 2x2 between-subjects factorial experiment examining humour type and advertising disclosure. Analysis of data from 73 participants revealed that positive emotions are the strongest predictor of sharing intentions for branded memes, while perceived brand authenticity significantly influences sharing behaviour. The research challenges traditional advertising effect hierarchies by demonstrating a complex relationship between attitudes and emotions in predicting sharing behaviour. Notably, age did not emerge as a significant predictor of sharing intentions, suggesting meme marketing's potential to resonate across generational boundaries. The findings extend viral content sharing models to branded memes and contribute to brand authenticity literature in digital contexts. This research provides practical implications for marketers seeking to leverage meme marketing while maintaining brand authenticity, highlighting the importance of emotional engagement and consistent brand voice in driving viral spread. The study's limitations include its use of a fictional brand and single cultural context, suggesting opportunities for future research in longitudinal and cross-cultural studies of meme marketing effectiveness.