Yum!(US:YUM) Jing Ji Guan Cha Wang·2025-12-28 16:06Core Insights - The article explores the impact of internet memes, specifically the "Crazy Thursday" meme from KFC, on user engagement and brand purchase intention, highlighting the significance of meme characteristics such as relevance, entertainment, and spreadability in influencing consumer behavior [2][16][32]. Group 1: Research Background - The rise of digital marketing necessitates new strategies that resonate with younger consumers, leading to the adoption of internet memes as a marketing tool [2]. - Internet memes are defined as digital content that can be easily replicated and shared, becoming a significant element of contemporary internet culture [4][5]. - The article emphasizes the need for empirical research to understand how memes affect user engagement and brand perception, particularly in terms of purchase intention [6][10]. Group 2: Meme Characteristics - Key characteristics of memes that drive their effectiveness include relevance, humor, and spreadability, which enhance user engagement and sharing [7][9]. - Relevance refers to the connection users feel with the content, which can significantly increase their likelihood of sharing it [7]. - Humor in memes caters to the entertainment preferences of users, fostering further engagement and sharing behavior [8]. - Spreadability indicates how easily a meme can be shared across different platforms, which is crucial for maximizing its reach [9]. Group 3: Impact on Purchase Intention - The study hypothesizes that the characteristics of memes positively influence users' purchase intentions, with specific hypotheses linking relevance, entertainment, and spreadability to increased buying intent [10][11]. - Empirical findings support that higher relevance, entertainment value, and spreadability of memes correlate with greater purchase intention among users [28][32]. Group 4: Role of Personal and Social Identity - The article discusses how personal and social identity are influenced by meme engagement, suggesting that memes can enhance users' sense of belonging and self-identity [11][12]. - Personal identity is shaped through the act of sharing and engaging with memes, while social identity is reinforced by group dynamics and shared cultural references [12][13]. - The study proposes that both personal and social identities mediate the relationship between meme characteristics and purchase intention, indicating that stronger identity connections lead to higher purchase intent [30][31]. Group 5: Research Design and Findings - The research utilized a quantitative approach, collecting data through surveys to analyze the relationship between meme characteristics, identity, and purchase intention [18][21]. - A total of 292 valid responses were analyzed, revealing a significant correlation between meme engagement and increased purchase intention, mediated by personal and social identity [22][32]. - The findings indicate that memes serve as effective tools for brands to enhance consumer engagement and drive sales, particularly through platforms like WeChat, which are popular for meme sharing [33].