题名

迷因應用於行銷和政治領域的策略與效果研究

并列篇名

The Strategy and Effect of Memes Apply to The Marketing And Political Field

作者

林宜風(Lin, Yi-Feng)；張淑楨(Chang, Shu-Chen)；鈕則勳(Niu,Tse-Hsun)

关键词

網路迷因 ； AIDA模型 ； 行銷迷因 ； 政治迷因 ； Internet Memes ； AIDA Model ； Marketing Memes ； Political Memes

期刊名称

中國廣告學刊

卷期/出版年月

28期（2023 / 03 / 01）

页次

75 - 100

内容语文

繁體中文;英文
中文摘要

迷因（Meme）在網路世界中盛行，搞笑幽默的圖文流竄於各大社群媒體、討論區或是私人訊息當中。在台灣，許多企業品牌與政府單位紛紛運用迷因來進行媒體操作，增強宣傳的效果。近年來也有學者針對網路迷因做為研究主題，但多數研究著重在其定義與現象上。因此，本研究目的為探討迷因應用於行銷領域與政治領域的傳播效果，並遵循消費者行為AIDA理論模型作為主要研究架構。本研究方法為量化分析法進行交叉分析，有效問卷回收共859份。另外研究輔以深度訪談法，訪談對象為業界專家與學者，對量化數據有進一步解析。研究發現，儘管迷因在受眾的認知程度上有很好的影響力，但在行為層面仍有其限制。因此行銷人員不可單只使用迷因做為行銷工具，必須搭配其他策略方得成效。最後根據研究結果和發現提出相關具體建議，提供業界與政府單位作為迷因行銷上的操作參考依據。
英文摘要

Memes dominate the internet world. The characteristic of humor and fun makes it emerge in social media, discussion forums, and short message services. Many brands and government departments in Taiwan take advantage of memes to promote their campaign. This study adopts the AIDA consumer decision model and aims to examine the effects of the memes on the marketing and political field. This study method used quantitative analysis and cross-analysis. 859 valid responses were collected. Moreover, this study also conducted in-depth interviews with experts and scholar to have a further discussion. According to the findings, memes significantly impact audience awareness but have a limited effect on the action stage. As a result, marketers must combine memes with other strategies to make the campaign work. Based on the results and findings, this study proposed some suggestions for industry and governments as a meme marketing reference.
主题分类 社會科學 > 傳播學
参考文献
  1. Ashcroft, L.,Hoey, C.(2001).PR, marketing and the Internet: implications for information professionals.Library Management,22(1/2),68-74.
  2. Borah, A.,Banerjee, S.,Lin, Y.-T.,Jain, A.,Eisingerich, A. B.(2020).Improvised marketing interventions in social media.Journal of Marketing,84(2),69-91.
  3. Constine, J. (2014). Facebook Data Scientists Prove Memes Mutate And Adapt Like DNA. Retrieved from https://techcrunch.com/2014/01/08/facebook-memes/
  4. Datareport. (2022). DIGITAL 2022: TAIWAN. Retrieved from https://datareportal.com/reports/digital-2022-taiwan
  5. Dawkins, R.(1976).The Selfish Gene.UK:Oxford University Press.
  6. Ghibli. (2020). 今月から、スタジオジブリ作品の場面写真の提供を開始します. Retrieved from https://www.ghibli.jp/info/013344/
  7. Hakoköngäs, E.,Halmesvaara, O.,Sakki, I.(2020).Persuasion through bitter humor: Multimodal discourse analysis of rhetoric in internet memes of two far-right groups in Finland.Social Media+ Society,6(2),01-11.
  8. Hassan, S.,Nadzim, S. Z. A.,Shiratuddin, N.(2015).Strategic use of social media for small business based on the AIDA model.Procedia-Social and Behavioral Sciences,172,262-269.
  9. Highfield, T.(2017).Social media and everyday politics.UK:Polity Press.
  10. Kao, G.,Hong, J.,Perusse, M.,Sheng, W.(2020).Turning Silicon into Gold.NY:Apress.
  11. Miltner, K. M.(2014).There’s no place for lulz on LOLCats”: The role of genre, gender, and group identity in the interpretation and enjoyment of an Internet meme.First Monday,19(8)
  12. Miltner, K. M.(2018).Internet memes.London:SAGE Publications Ltd..
  13. Pearce, K. E.(2015).Democratizing kompromat: the affordances of social media for state-sponsored harassment.Information, Communication & Society,18(10),1158-1174.
  14. Pie, D. E. (2009). Forced Memes. Retrieved from https://knowyourmeme.com/memes/forced-memes--2
  15. Segev, E.,Nissenbaum, A.,Stolero, N.,Shifman, L.(2015).Families and networks of internet memes: The relationship between cohesiveness, uniqueness, and quiddity concreteness.Journal of computer-mediated communication,20(4),417-433.
  16. Shifman, L.(2013).Memes in digital culture.US:MIT press.
  17. Shifman, L.(2013).Memes in a digital world: Reconciling with a conceptual troublemaker.Journal of computer-mediated communication,18(3),362-377.
  18. Wong, E. F.,Holyoak, K. J.(2021).Cognitive and motivational factors driving sharing of internet memes.Memory & Cognition,49(5),863-872.
  19. 吳郁、李嘉（2020）。被忘卻的本質：公部門宣傳迷因化的挑戰。取自https://reurl.cc/k17Dob
  20. 李佳穎（2020）。迷因工程團隊讓你甘心為政府宣傳。新新聞。，取自https://www.storm.mg/article/2496559
  21. 林冠吟(2022)。國立中山大學行銷傳播管理研究所。
  22. 邱珮畇（2019）。傳 7 天內染燙髮罰造型師 100 萬蘇貞昌幽默闢謠。中時新聞網。取自 https://www.chinatimes.com/realtimenews/20190608001099-260407?chdtv
  23. 陳宣廷、蘇宇暉（2019）。消費者心理模式的演進與發展-從 AIDA 到 AIDEES。2022年 5 月 2 日，取自 https://reurl.cc/Yv9y3x
  24. 韓兆駿(2021)。國立台灣大學資訊工程研究所。
print cancel