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.


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.


Jenna Drenten, Loyola University Chicago, USA
Pilar Castro-Gonzalez, Universidad Loyola


NA - Advances in Consumer Research Volume 48 | 2020

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