Impact of Meme Advertising on Brand Equity

Abstract

This study has inspected the design of 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 brand equity. The participants who participated in this research by filling out the survey form were 211, of which 118 were females, and 93 were males. These respondents were the ones who were active on social media in Pakistan. These respondents were given a Google survey form consisting of a famous brand meme and questions related to that 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 the 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 does affect brand equity. SmartPls approach was used in this research study to judge the conceptual model and hypothesis based on different statistical tests. The research was done on the population of active social users in Pakistan, which is forty-six million. The survey has a sample size of 385.