Meme advertising for luxury brands: effects on perceived funniness and sharing intention

초록

Luxury brands have increasingly embraced meme content as an innovative way to engage with consumers. However, our understanding of consumer reactions to luxury-branded memes is limited. Four experiments were conducted to examine the influence of luxury-branded memes on perceived funniness and sharing intention. Study 1 (N = 374) revealed that consumers' perceived funniness increased when exposed to a branded meme, with perceived unexpectedness mediating the impact. Study 2 (N = 184) replicated the findings of Study 1 and demonstrated the influence of branded meme exposure on sharing intention through perceived unexpectedness and funniness. In Study 3, a field experiment using Facebook A/B testing demonstrated that a luxury brand post featuring a meme (vs. a non-meme) significantly increased social media users' clicks and post-engagement. Study 4 (N = 425) revealed that exposure to a branded meme increased sharing intention for luxury brands but not for non-luxury brands. Theoretical and practical implications for luxury brand advertisers are discussed.

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