The Implementation of Internet Memes to Build Brand Awareness of E-Commerce in Indonesia

2018 International Conference on Computing, Engineering, and Design (ICCED) Pub Date : 2018-09-01 DOI:10.1109/ICCED.2018.00040

Elfi Fauziah, P. W. Handayani, Q. Munajat

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Abstract

This study aims to assess the potential of memes to be used in advertising to improve the brand awareness of an Indonesian ecommerce business, Fabelio. The method used in this study is experimental - quantitative. The experiment was conducted using Instagram posts. To answer the research question, this study measured the memes virality and the brand awareness of the respondent. There are two respondent groups involved in this experiment which are respondents who follow Fabelio’s Instagram account (control group) and respondents who like the memes but do not follow Fabelio’s Instagram post (experimental group). The brand awareness level for both groups were compared using t-test. The result of this study shows that the brand awareness level of the experimental group is similar with the control group which shows that memes is as effective as traditional ads in improving the brand awareness. In addition, the type of meme that has the highest virality level is silliness and sarcasm type. This finding could be used as consideration for business to implement memes as form of ads.

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运用网络模因在印尼建立电子商务品牌意识

本研究旨在评估表情包在广告中的潜力，以提高印尼电子商务企业Fabelio的品牌知名度。本研究采用实验定量方法。实验是通过Instagram上的帖子进行的。为了回答研究问题，本研究测量了模因病毒性和受访者的品牌知名度。在这个实验中有两个被调查者组，一组是关注Fabelio的Instagram账户的被调查者(对照组)，另一组是喜欢这些表情包但不关注Fabelio的Instagram帖子的被调查者(实验组)。两组的品牌认知水平采用t检验进行比较。本研究结果表明，实验组的品牌意识水平与对照组相似，这表明模因在提高品牌意识方面与传统广告一样有效。此外，病毒式传播程度最高的模因类型是愚蠢型和讽刺型。这一发现可以作为企业将模因作为广告形式的考虑因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2018 International Conference on Computing, Engineering, and Design (ICCED)

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