Marketing Memeification on Tiktok: Initiating and Leveraging Consumer Creativity For Commercial Means
This study explores brand-generated marketing memeification through social media. We examine 102 brand sponsored hashtags on TikTok. Preliminary findings suggest three types of calls to action—impersonation, transformation, self-expression—which range on a continuum of consumer creativity, wherein consumers’ creative performances are actively initiated, surveilled, and leveraged for commercial means.
Citation:
Jenna Drenten and Pilar Castro-Gonzalez (2020) ,"Marketing Memeification on Tiktok: Initiating and Leveraging Consumer Creativity For Commercial Means", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 874-879.
Authors
Jenna Drenten, Loyola University Chicago, USA
Pilar Castro-Gonzalez, Universidad Loyola
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos
Fei Cao, Renmin University of China
Xia Wang, Renmin University of China
Featured
Using multi-methods in behavioral pricing research
Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA
Featured
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana