The Meme Economy: How Internet Memes Impact Consumption
Viewing and sharing internet ‘memes’ is a new way in which consumers interact with each other online. This research demonstrates that internet memes (vs. non-memes) can serve to increase consumption attitudes toward a target content employed in the meme. Four studies show that when consumers encounter memes, they infer that the target content in the meme has become viral, which further invokes FOMO (i.e., fear of missing out), increasing their consumption intentions.
Nicole Kim and Jared Joseph Watson (2020) ,"The Meme Economy: How Internet Memes Impact Consumption", 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: 896-901.
Nicole Kim, University of Maryland, USA
Jared Joseph Watson, New York University, USA
NA - Advances in Consumer Research Volume 48 | 2020
Time-of-Day Effects on Consumers’ Social Media Engagement
Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA
‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding
Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway
When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions
Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA