Workshop’s Topic: Meme marketing is the practice of companies or brands integrating their marketing messages into popular, widespread internet memes generated by online users. This seminar will present findings from seven empirical studies that employed a multimethod approach, including secondary data analysis, controlled experiments, and field experiments. The research examined whether, how, and when meme marketing can be an effective strategy in digital marketing. Additionally, the studies explored how meme marketing differs from other digital marketing practices, such as viral marketing, influencer marketing, and electronic word-of-mouth (eWOM) marketing.

Time and Location: 9:30 AM (GMT+8), Room A523 (School of Management)

Language: Bilingual (Chinese and English)