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How o cook a meme: explo ing con en s a egies in
b and and use -gene a ed memes on Ins ag am
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How o cook a meme: explo ing con en
s a egies in b and and use -gene a ed memes on
Ins ag am
Ashima Ag awal, Daneshwa Sha ma, Manoj Kuma Mish a, Mohd Asi Shah,
Mum az Alam & Vinay Khandelwal
To ci e his a icle: Ashima Ag awal, Daneshwa Sha ma, Manoj Kuma Mish a, Mohd
Asi Shah, Mum az Alam & Vinay Khandelwal (2024) How o cook a meme: explo ing
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Managemen , 11:1, 2366001, DOI: 10.1080/23311975.2024.2366001
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2366001
How o cook a meme: explo ing con en s a egies in b and and
use -gene a ed memes on Ins ag am
ashima ag awala , Daneshwa sha maa , Manoj kuma Mish ab , Mohd asi shah ,
Mum az alamd and Vinay khandelwale
aJaipu ia ins i u e o Managemen , Jaipu , Rajas han, india; boP Jindal uni e si y, Raiga h, india; cDepa men o economics,
Ka dan uni e si y, Kabul, a ghanis an; dsocial science and Cen e o g adua e s udies, Fiji na ional uni e si y, Fiji; eins i u e
o Business Managemen , gLa uni e si y Ma hu a, india
ABSTRACT
in he ealm o ma ke ing, cap u ing he a en ion o Millennials and gene a ion Z
indi iduals, known o hei sho a en ion spans and ad-skipping endencies, p esen s
a o midable challenge o ma ke e s. Memes ha e eme ged as a sho o m o con en
in used wi h humou , allowing b ands o cap i a e hei audience. ega dless o hei
popula i y and e ec i eness, memes a e a nuanced and in ica e ma ke ing ool.
Unde s anding he speci ic ypes o meme con en ha gene a e engagemen is c i ical.
Memes a e no only exp essions bu also a pla o m o oicing opinions. his s udy
compa es b and-gene a ed and use -gene a ed memes om ood deli e y apps on
ins ag am (n = 813), using he uses and g a i ica ions heo y as an analy ical amewo k.
he indings e eal no able di e ences be ween hese wo ca ego ies o memes,
o e ing aluable insigh s o b and manage s seeking o c a compelling and impac ul
meme-based campaigns.
In oduc ion
socializing is an in eg al componen o human beha iou ha in ol es in e ac ing and engaging wi h o h-
e s, es ablishing bonds in social communi ies, and os e ing a sense o belongingness (Flanagan, 2020).
adi ional socializing enues include physical ma ke places, ba s, salons, and g oce y s o es; howe e , wi h
he ise o he in e ne , mobile communica ion, and social media (sM), socializing has aken a digi al a a a .
O e he yea s, sM pla o ms ha e eme ged as one o he leading pla o ms o socialising (B inkman e al.,
2020; Fo sg en & Bys öm, 2018). a Fo bes (2023) epo inds ha 4.9 billion sM use s wo ldwide spend
app oxima ely 2 hou s daily on a ious sM pla o ms led by ins ag am. Wi h sM’s massi e use base and
g owing impo ance as a ool o inc easing engagemen (ki chen, 2023), ma ke e s ha e begun o use
ins ag am as hei p e e ed channel o communica ing wi h hei a ge audiences ( azzaq e al., 2023).
Due o he excessi e b anding on sM, ins ag am has become clu e ed wi h b anding con en , which
has caused consume s and a ge audiences o ha e less engagemen and u he leading o a oid o skip
he b anded con en (Jung & heo, 2021; Waqas e al., 2021). o cu h ough his clu e , and a ac use s’
a en ion and engagemen , memes ha e eme ged as one o he powe ul ma ke ing ools (aleem e al.,
2023; Malodia e al., 2022; azzaq e al., 2023). Memes a e like digi al spa ks ha igni e ac oss he in e ne ,
sp eading concep s, ideas, o ends in o ms like images, ideos, ha ing ca chy ph ases. c ea ed wi h
awa eness o each o he , hey can be sha ed, eplica ed, and weaked by use s, o ming a ib an apes y
o online cul u e (Malodia e al., 2022; shi man, 2013). Memes possess his unique abili y o con ey in i-
ca e messages in a simple, easily diges ible manne , making hem no jus en e aining bu also a
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Mohd asi shah [email p o ec ed] Depa men o economics, Ka dan uni e si y, Pa wane Du, 1001, Kabul, a ghanis an.
P esen a ilia ion o Vinay Khandelwal: iCFai Business school, iCFai uni e si y, Jaipu 302031, india.
h ps://doi.o g/10.1080/23311975.2024.2366001
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 1 ap il 2024
e ised 25 May 2024
accep ed 29 May 2024
KEYWORDS
social media; ins ag am;
memes; b and-gene a ed;
use -gene a ed; con en
s a egy
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom o
g ea B i ain and
no he n i eland
SUBJECTS
Business, Managemen
and accoun ing;
economics; echnology
2 a. ag aWal e al.
powe ul medium o communica ion (nieubuu , 2021). hey can sp ead quickly and a e highly engaging
because hey can inco po a e humou , sa casm, quiddi y, and i onic ex s (B ubake e al., 2018). Memes
ha e g own in popula i y, wi h one million memes being sha ed on ins ag am pe day (ins ag am, 2020).
as pe Fo bes (2018b) su ey on sM usage, an a e age millennial iews 20–30 memes daily, and 75% o
13-36-yea -olds (and 79% o 13 o 17-yea -olds) sha e memes (YPulse, 2019). Memes achie e app oxi-
ma ely en imes mo e each and ga ne 60% mo e o ganic in e ac ion compa ed o s anda d ma ke ing
s a egies (Fo bes, 2018b). O e 60% o indi iduals exp ess a g ea e inclina ion o pu chase om compa-
nies ha inco po a e memes in o hei ma ke ing s a egies (am a, 2023) . he e o e, we may say ha
memes a e in luen ial on sM and can ha e an impac on he wo ld o ad e ising and ma ke ing.
sM is a bus ling a ena whe e bo h b ands and use s engage in meme pos ing. B and-gene a ed
memes cle e ly in e wine elemen s like he b and’s logo, slogan, o colou s wi h humou and c ea i i y,
deli e ing a b and message while sub ly e e encing p oduc s, alues, o unique selling poin s, hus
es ablishing b and p esence and isibili y wi hou di ec ly p omo ing sales ( azzaq e al., 2023; Va deman,
2024) whe eas use -gene a ed b and- ela ed memes ypically con ain candid eedback, opinions, and
expe iences om he b and’s p oduc s and se ices in he o m o sa i e, a c i ique ha may ha m he
b and image (B ubake e al., 2018). hese wo ypes o memes o en c ea e ambigui y, posing a chal-
lenge o b ands. he in en o c ea ing and sha ing memes on sM by b ands and use s is dis inc and
when b ands use memes o communica e, hey ace a p oblem as use s also c ea e memes abou he
b and, and hese may no always ma ch wha he b and wan s o say. his poses a challenge o b and
manage s, as hey mus disce n he implica ions o memes o hei b and and e alua e hei impac
on public pe cep ion. in he con ex o memes, pas s udies ha e ei he ocussed on b and-gene a ed
memes o use -gene a ed memes (B ubake e al., 2018; Malodia e al., 2022; azzaq e al., 2023), bu
e y ew s udies ha e ocussed on bo h. in ou s udy, we compa e b and-gene a ed memes wi h
use -gene a ed memes in he con ex o con en dimensions equi ed in a meme along wi h a ious
s yles and ypes o humou . Based on his, he objec i e o his s udy is o in es iga e and compa e
di e en con en s a egies employed in bo h ca ego ies o memes in he o m o message appeal
(emo ion, in o ma ion, en e ainmen , and c ea i i y) wi h he o e a ching amewo k o uses and g a -
i ica ion heo y along wi h a ious s yles and ypes o humou . his s udy could help b ands di e en i-
a e hemsel es om use -gene a ed con en , allowing hem o main ain hei image, us , and
engagemen wi h hei audience. his s udy signi ican ly con ibu es bo h o heo y as well as p ac ice.
h ough a deepe unde s anding o hese nuances, b and manage s can be e na iga e he in icacies
o social media ma ke ing and e ec i ely le e age memes o enhance b and engagemen and pe cep-
ion. By disce ning he in en behind bo h b and and use -gene a ed memes, b and manage s can c a
mo e s a egic and impac ul social media s a egies ha esona e wi h hei a ge audience and ein-
o ce hei b and iden i y. he es o he a icle is o ganized as ollows: li e a u e e iew, esea ch
me hod, esul s, discussion, implica ions, u u e esea ch scope, and conclusion.
Li e a u e e iew
Memes in ma ke ing
Meme is a e m coined by zoologis icha d Dawkins in his book ‘ he sel ish gene’, de i ed om he
g eek wo d ‘mimema,’ meaning some hing ha can be imi a ed (Dawkins, 1976; shi man, 2013). a meme
is a piece o in o ma ion, and a pa o cul u al ex s ha can be c ea ed, imi a ed, and eplica ed on he
in e ne . hey can be dissemina ed b iskly ia sM o ums, online blogs, emails, messaging pla o ms, and
ideo-sha ing websi es (shi man, 2014; u en & solomon, 2018). Memes se e as an inno a i e commu-
nica ion ool, enabling indi iduals o easily con ey hei ideas o a wide audience, ci cula e hem, and
sha e in o ma ion (B ubake e al., 2018). Memes ypically e ol e a ound cu en ends, popula cul u e
phenomena, and poli ical opics. Memes a e a usion o ex , images, audio, ideos, and giFs, o en
imbued wi h humou , and can be c a ed indi idually o as a blend o hese elemen s (B ubake
e al., 2018).
Memes ha e become pa icula ly p e alen among he digi al gene a ion, se ing as a ubiqui ous
o m o communica ion. Memes ha e eme ged as a ligh -hea ed and amusing a enue o indi iduals o
cOgen BUsiness & ManageMen 3
e lec on he happenings o he wo ld a ound hem. h ough humo ous and o en cle e ly c a ed con-
en , memes p o ide a pla o m o people o ela e o each o he be e , inding common g ound in
sha ed expe iences and cul u al e e ences. addi ionally, memes se e as a powe ul means o exp es-
sion, pa icula ly when wo ds alone may eel insu icien o con ey one’s hough s o emo ions. in
essence, memes ha e become mo e han jus lee ing online con en ; hey ha e e ol ed in o a cul u al
phenomenon ha os e s connec ion, exp ession, and unde s anding in an inc easingly digi al wo ld
(Va deman, 2024). Memes ha e become he lingua anca o gen Z and millennials on sM pla o ms
(Fo bes, 2018a; YPulse, 2019). able 1 p esen s a comp ehensi e o e iew o exis ing li e a u e on memes
om a ious pe spec i es.
Memes possess ce ain cha ac e is ics like being humo ous whe e he con en is en e aining as one
o he in en ions is o make people happy (sha ma, 2018; shi man, 2013), ha ing emo ional in ensi y
ha can a ouse ce ain emo ions in humans pos wa ching a meme and u he lead o sha ing wi h
o he s (shi man, 2013). ano he cha ac e is ic is easy p opaga ion whe e one can easily comp ehend he
meaning o memes wi hou much b ain axa ion (Be ge & Milkman, 2012; cannizza o, 2016), ideli y
which e e s owa ds he quali y o he meme ha can be easily eplica ed u he , and longe i y i.e., he
longe a meme li es, he mo e i can be emixed in di e en con ex s (knobel & lankshea , 2007). Memes
ha e gained humongous ac ion on sM o a ious easons. Fi s , as hey a e wi y, hey end o a ac
he audience and keep hem engaged wi h hei con en when compa ed o simple ex s and se ious
images, especially in he case o young audiences. second, memes a e cos -e ec i e as hey a e easy o
c ea e wi h li le o no cos when compa ed wi h adi ional ma ke ing me hods. hi d, hey a e in isual
o ma s which a e be e han any ex p omo ional messages. Finally, memes a e ela able o he majo -
i y o audiences which leads o mo e sha ing, liking, and commen ing and esul s in high engagemen ,
isibili y, and ecall.
Wi h such a gamu o ad an ages o memes, a ious b ands in di e en indus ies and sec o s like
ood deli e y apps (Ube ea s, Zoma o, and swiggy), o e - he- op pla o ms (ne lix, amazon P ime, and
Voo ), g oce y deli e y apps (Dunzo and Blinki ), da ing apps ( inde and Bumble), as ood chains
(McDonald’s, Bu ge king, and Wendy’s) ha e s a ed inco po a ing memes in hei ma ke ing s a egy
(Malodia e al., 2022; Dey, 2022). B ands like gucci and Ola elec ic a e laying ou campaigns whe e hey
ask hei audiences o p epa e memes o hem and his p ecisely showcases ha memes ha e become
he mos used ways o con ey messages maybe by b and o audience (Dixi , 2023; Yang, 2022). his o m
o communica ion has become a new pa hway o ma ke e s o each hei audiences and keep hem
engaged and in ol ed.
Ca ego izing meme message appeal: uses and g a i ica ion (U&G) heo y
in ad e ising, message appeal is a pa icula s a egy o app oach which is used o g ab a en ion,
a ouse eelings, and pe suade he a ge audience o ac by making a pu chase o an inqui y. he appeal
se es as he cen al heme o he ad e ising c ea i e s a egy because i links he b and o he desi es
o i s a ge audience and se es as a link be ween consume s and he ad e ising con en . con en has
become essen ial in oday’s digi al landscape, whe e consume s ha e access o as amoun s o in o ma-
ion. in pas li e a u e, swanson (1987) p omo ed a deepe comp ehension o he unc ion o message
con en in U& g heo y esea ch. U & g heo y is a widely used amewo k ha ocuses on why people
ac i ely choose speci ic media o sa is y hei needs and desi es (gan, 2017). his heo y explains why
indi iduals choose one medium o e ano he and explo e he sa is ac ion de i ed om using media.
U&g heo y highligh s he ac i e ole o he audience in selec ing and using media based on hei mo i-
a ions and g a i ica ions which in u n impac s hei con en consump ion (kamboj, 2020; smock
e al., 2011).
he applica ion o he U & g heo y in ad e ising has acili a ed a nuanced unde s anding o a ious
media o ma s, allowing ma ke e s o ailo messages e ec i ely by deciphe ing he g a i ying ac o s wi hin
each medium. his heo y has been s udied in he con ex o a ious ad e isemen s on di e en media
ypes like adio (ka z e al., 1973), newspape s (ellio & osenbe g, 1987), ele ision, and digi al bulle ins
(luo, 2002). Va ious ypes o media ha e led o di e en mo i a ions, and wi h new media and con en
gen es cons an ly eme ging, each s udy on U& g heo y c ea es i s way o ca ego izing hese mo i a ions.
4 a. ag aWal e al.
Table 1. De ails o ex an li e a u e e iew on memes.
s.no. au ho s Resea ch objec i e heo y Me hodology Pa icipan de ails
social media
pla o m
indus y/
p oduc Resul
1. ( aecha ung oj &
nueangjamnong,
2015)
he s udy explo es a ious ypes
and s yles o humou in
memes and he i ali y e ec
on Facebook.
heo y o Humou Mixed
Me hod
app oach
(Con en
analysis &
anoVa)
n = 1000 memes Facebook no speci ied he mos common s yle o humou in
Facebook memes is a ilia e & agg essi e
and sa casm & silliness ype o humou .
2. (B ubake e al.,
2018)
his s udy in es iga es how use s
in e ac wi h o ganisa ions by
p oducing and dissemina ing
b and- ela ed con en online.
no speci ied Con en
analysis
n = 653 memes imgu i , Be e ages and
au omobile
Memes help ac i ely engage wi h people and
exhibi engagemen s a egies.
3. (Benaim, 2018) o in es iga e how he symbolic
alue o in e ne memes can
be used o spu inno a ion in
he consump ion o goods and
se ices.
no speci ied explo a o y n = 197 memes Know You Meme anima ion, Visual
and Film, Video
game, Musical
and Dance,
Financial,
Ma ke ing
in e ne memes ha e become an asse o
ma ke ing, as well as he ca alys o many
new ac i i ies such as me chandise, ailo ed
se ices, and job oles.
4. (sha ma, 2018) he s udy in es iga es how b ands
can engage wi h audiences
amid he g owing end o
in e ne memes.
no speci ied ne nog aphy none Facebook Comedy indus y imi a ing and modi ying memes o e s b ands
an oppo uni y o ma ke hemsel es on
sM pla o ms.
5. (Chuah e al.,
2020)
o in es iga e he iconici y o
memes and how i a ec s hei
use in local con ex s.
no speci ied Quali a i e
s udy
n = 50 esponden s none no speci ied his s udy p o ides aluable insigh s o local
businesses planning sM ma ke ing,
especially hose aiming o capi alize on he
inc easing popula i y o in e ne memes.
6. ( eng e al., 2022) his s udy explo es does in e ne
memes a ec b and image
social Con agion &
symbolic Value
heo y
Delphi
echnique
& su ey
n = 348 esponden s no speci ied Ma ke ing in e ne memes enhance he b and image.
Howe e , no all meme ai s, hough, a e
ela ed o b and image.
7. (Yang, 2022) his s udy explo es whe he
humo ous memes inc ease
b and ecall, pos a i ude, and
online sha ing in en ion.
no speci ied expe imen &
su ey
Me hod
n = 258 esponden s wi e Fashion indus y Humo ous memes in wi e pos s inc ease he
consume ’s humou pe cep ion which leads
o a posi i e a i ude and sha ing in en ion
and con a y se ious images lead o be e
b and ecall.
8. (Malodia e al.,
2022)
his s udy p epa es a amewo k
o i al memes ha ha e
an eceden s, mode a o s, and
consequences.
schema heo y,
social Con agion
heo y
Mixed
Me hod
app oach
in e iew (n = 35
esponden s),
su ey (n = 458
esponden s)
no speci ied Food indus y he an eceden s we e posi i ely ela ed o he
i ali y o memes and memes help in
inc easing b and ecall and b and
engagemen .
9. (Razzaq e al.,
2023)
he pape sugges s using speech
ac s o inc ease engagemen
by using he meme ma ke ing
axonomy as a guide o
p ac i ione s.
speech ac heo y,
heo y o
Consump ion
Values
Concep ual
and
quali a i e
con en
analysis
n = 699 memes ins ag am Food & Be e age,
e-comme ce,
Fashion &
echnology
B ands majo ly use asse i e speech ac s in
hei memes and meme ma ke ing helps in
o ming a connec ion and ela ionship wi h
cus ome s.
10. (Roge s & gio gi,
2023)
his s udy aims o show how he
websi e o pla o m om
which memes a e sou ced
a ec s s udying memes as a
collec ion.
no speci ied obse a ion
analysis
none Know You Meme,
imgu , 4chan,
ik ok,
C owd angle
no speci ied his s udy demons a es how each websi e
cons uc s and a anges meme collec ions
in a dis inc i e manne , which in luences
how each websi e concep ualises memes.
cOgen BUsiness & ManageMen 5
Wi h he eme gence o new media o ma s, U& g heo y has been s udied in he con ex o mobile phones
(leung & Wei, 2000), he in e ne (ko e al., 2013), and sM pla o ms (Qin, 2020). P io s udies ha e iden i ied
a ious g a i ica ions ha a e qui e p e alen such as in o ma ion seeking, social sha ing, sel -s a us seeking,
escapism, con enience, en e ainmen , socializing, emo ions, and sel -p esen a ion (kau e al., 2020).
U& g heo y is conside ed as one o he in luen ial heo ies in he con ex o communica ion esea ch
( uggie o, 2000). Memes ha e e ol ed in o a c ea i e channel o b ands o con ey messages wi h
impac , while he U&g heo y p o es ins umen al in deciphe ing he di e se mo i a ions unde lying
meme engagemen , hus illumina ing how memes ul il indi idual needs and desi es. P io s udies in he
con ex o memes ha e iden i ied in o ma ion and en e ainmen as wo ce ain g a i ica ions unde he
U & g heo y ( a hi & Jain, 2024). Memes display emo ions ha os e connec ions wi h audiences which
makes hem ela able and engaging (chowdhu y & chak abo y, 2021). Memes emb ace un amilia com-
bina ions o amilia ideas and ac i ely use pe sonal skills and knowledge o combine exis ing elemen s
in o new p oduc s, and ideas, and ha makes memes c ea i e and no el (B unello, 2012; Medium, 2023).
c ea i i y as a g a i ica ion is new and has been explo ed in he con ex o Pin e es (huang & su, 2018).
his s udy del es in o he g a i ica ions o in o ma ion, en e ainmen , emo ions, and c ea i i y h ough
he lens o U&g heo y, speci ically ocusing on meme con en .
Humou s yle and humou ype
humou is p esen in all cul u es, and i is widely used as a messaging ac ic in ad e ising ( onca ,
2001). humou e ec i ely cap u es consume a en ion, posi i ely impac s he mood, and is widely u i-
lized in p in and media ad e ising (chan & lowe, 2021). howe e , humou does no gua an ee success,
and o e use o humou may c ea e a nega i e impac . Using humou in ad e ising can be icky and i
equi es ca e ul conside a ion (Djambaska e al., 2015). he e ec i eness o humo ous communica ion
depends on how well he humou aligns wi h he message (speck, 1991). P ope ly u ilizing a ious ypes
o humou in message design is c ucial o success ul communica ion. s udying he di e en ypes o
humou can p o ide insigh s in o how hey impac communica ion e ec i eness ( aecha ung oj &
nueangjamnong, 2015). Va ious me hods exis o ca ego izing humou , bu one o he mos commonly
u ilized app oaches, bo h in p in and b oadcas media and in he analysis o humou in memes, in ol es
he classi ica ion in o se en dis inc ca ego ies (ca annescu & om, 2001; aecha ung oj & nueangjamnong,
2015). Fi s is compa ison- c ea ing humou by blending wo o mo e elemen s o o m a comedic si u-
a ion. second: pe soni ica ion—asc ibing human ai s o animals, plan s, o objec s. hi d: exagge a-
ion—ampli ying some hing beyond i s no mal scale o eali y. Fou h: pun—employing language
elemen s o gene a e esh and amusing in e p e a ions. Fi h: sa casm—o e ing ob ious i onic eac ions
o scena ios. six h: silliness— esponding o absu d si ua ions by making comical acial exp essions. and
he las su p ise: humou s emming om su p ising o un o eseen ci cums ances. P io s udies ha e
ound usage o silliness humou p e alen in ele ision ad e isemen s and sa casm used mo e in mag-
azines (ca annescu & om, 2001. P e ious esea ch on memes has disco e ed ha in e ne memes o en
inco po a e humou based on sa casm ( aecha ung oj & nueangjamnong, 2015).
Unde s anding humou s yle is essen ial o comp ehending how humo ous messages a e communi-
ca ed om he pe spec i e o he sende (s iege e al., 2011). he e a e ou majo s yles o humou :
a ilia i e, sel -enhancing, agg essi e, and sel -de ea ing (Ma in e al., 2003). People who ha e a s ong
sense o a ilia i e humou enjoy making unny ema ks, elling jokes, and engaging in wi y con e sa-
ions o en e ain o he s and build iendships. secondly, indi iduals who lean owa ds sel -enhancing
humou ypically ind humou in e e yday li e si ua ions and main ain a posi i e a i ude, e en du ing
di icul imes. hey o en see he unny side o hings and s ay chee ul despi e challenges. Bo h o
hese s yles o humou a e posi i e. On he con a y, agg essi e humou is a s yle o humou whe e
people make jokes wi hou hinking abou how i migh make o he s eel. hey o en say hings ha can
hu o push o he s away. People who use sel -de ea ing humou make jokes abou hemsel es, o en
saying unny hings ha pu hemsel es down, which can make o he s laugh. Bo h s yles o humou a e
nega i e. his s udy expands on meme con en which s yle and ype o humou a e employed in b and
and use -gene a ed memes. Unde s anding humou in memes will p o ide insigh s in o hei unde lying
meaning and pu pose.
6 a. ag aWal e al.
Meme con en dimensions
Emo ional appeal
his appeal is a pe suasion echnique ha uses emo ional con en o gene a e an emo ional esponse
o a message (chou & lien, 2010; Wang e al., 2014). his appeal a ouses eelings, eac ions o s imula es
psychological, social, o emo ional equi emen s o pe suade cus ome s (alhabash e al., 2013). he emo-
ions can be exhibi ed bo h posi i ely (such as happiness, sa is ac ion, lo e, hope) o nega i ely (such as
ange , sadness, and anxie y). Pas esea che s ha e iden i ied emo ion as a c i ical componen ha has a
signi ican impac on a message’s e ec i eness (Yoo & Macinnis, 2005). ad e isemen s wi h emo ional
appeal ha e c ea ed posi i e wo d o mou h in he con ex o ele ision and adio ( izwan e al., 2013;
eiche e al., 2018). Using emo ions in memes could be a b illian s a egy, especially since memes ha e
become a spec acula medium o b and communica ion.
In o ma ional appeal
in his appeal b ands con ey a message abou hei p oduc o se ices ha is de ailed, p o ides cla i y,
and pe suades cus ome s o make a buying decision (laskey e al., 1989). a a ional o in o ma ional
appeal highligh s he b and’s p ac ical wo h, economy, popula i y, con enience, heal h, pe o mance,
and du abili y (Dix & Ma chegiani, 2013). in he con ex o ele ision ads, esnik & s e n (1977) ound
ha in o ma i e ad e isemen s help consume s make in o med pu chasing decisions, and in o ma ion
plays a c i ical ole in shaping consume a i udes on elec onic comme ce websi es (gao & kou a is,
2006) and sM ad e ising ( aylo e al., 2011). in o ma i e ad e ising on sM pla o ms cap u es use s’
a en ion, encou ages hem o ela e ads wi h posi i e images, and can e en con ince hem o sha e
messages wi h hei iends (lee & hong, 2016). Memes ha e eme ged as a new medium o b ands o
communica e hei messages, and hey may ha e he po en ial o become an ideal blend o humou ,
wi , and in o ma ion.
En e ainmen appeal
en e ainmen is a signi ican componen o an ad e ising message ha encou ages audiences’ beha iou
o con inue ollowing he b ands mo e o en (kang, 2005). his appeal p o ides un, enjoyable, and
e eshing elemen s o a ac consume s’ a en ion and keep hei in e es (ga ilanes e al., 2018). Pas
esea ch sugges s ha inc eased en e ainmen alue mo i a es equen sM usage and inc eases con-
sume hedonic needs (Fische & eube , 2011). he en e ainmen message helps o each mo e consum-
e s and e ec i ely engage hem, and en e aining and unny con en in luences he a i ude owa ds
b and ad e isemen s (Dehghani e al., 2016; sange al., 2014). knowing ha memes a e humo ous,
wi y, and en e aining, hey may assis b ands in inc easing isibili y and sha es.
C ea i e appeal
esea che s ha e a his o y o s udying c ea i i y in adio, billboa d, and ele ision ad e ising (Belch &
Belch, 2013; Janssens & Pelsmacke , 2005; Wilson e al., 2015). aake & Mye s (1982) disco e ed ha c e-
a i e ad e isemen s inc ease in o ma ion p ocessing, ecall, and a en ion; and ha ley and Pa i (1988)
indica e ha c ea i e ad e isemen s gene a e posi i e a i udes and pu chase in en ions. ande son
(2004) disco e ed ha he apple iPod ecei ed posi i e e iews due o inno a i e ad e isemen s ha
s ood ou in he c owd. as pe a ha a d Business e iew (2013) s udy, he p oduc ca ego ies ha
hea ily in es in c ea i e ad e ising a e body ca e, chewing gum, ood and be e ages, and as -mo ing
consume goods. in oday’s con ex , consume b ands like nike, McDonalds, impe ial Blue, Bu ge king,
heinz ke chup, and o he b ands ha e made heads u n wi h hei unique and c ea i e ads (Williams,
2022). c ea i e ad e isemen s p o ide a b and wi h a compe i i e ad an age o e i s compe i o s in he
indus y, as well as he oppo uni y o s and ou . he c ea i e ad is conside ed c ea i e when i eluci-
da es no el y, unexpec edness o unp edic abili y and an elemen o su p ise (habe land & Dacin, 1992;
smi h & Yang, 2004).
B ands on sM employ a ious message appeals and humou o gene a e engagemen , indica ing ha
hei in ended message is well- ecei ed by he a ge audience (kusumasondjaja, 2018). Memes gene a e
cOgen BUsiness & ManageMen 7
engagemen ia likes, commen s, and sha es. When use s ac i ely in e ac wi h ma ke ing con en by
liking, commen ing, o sha ing, hey enhance i s po en ial i ali y and con ibu e o i s sp ead and impac
among b oade audiences (Quesenbe y & coolsen, 2018). his o ganic engagemen os e s a dynamic
cycle o in e ac ion, ampli ying he message’s each and in luence ac oss digi al pla o ms.
in his ega d, his esea ch explo es he ollowing ques ions:
Q1: Wha con en dimension do b ands and use s use in hei memes on sM pla o m ins ag am?
Q2: Wha s yle o humou s a egy do b ands and use s use in hei memes on sM pla o m ins ag am?
Q3: Wha ype o humou s a egy do b ands and use s use in hei memes on sM pla o m ins ag am?
Resea ch me hod
he s udy elies on con en analysis as i s p ima y me hodological ool, which in ol es sys ema ically
examining la ge da ase s o ideo, image, o ex o disce n pa e ns, ends, and equencies, allowing
esea che s o d aw meaning ul insigh s (s emle , 2001). O e ime, he e has been a signi ican inc ease
in he u iliza ion o con en analysis wi hin he communica ion ield and ac oss a ious indus ies includ-
ing social media, ele ision ad e isemen s, and newspape s. i in ol es conduc ing a sys ema ic e iew
o ex ensi e da ase s o es ablish o ganized ca ego ies using me hodological coding sys ems and his
p ocess p o es in aluable in simpli ying in ica e da a o imp o ed unde s anding (Webe , 1990). P e ious
esea ch has applied con en analysis ac oss di e se domains, including skinca e and cosme ic websi es
(seelig e al., 2021), luxu y ashion b anding (ahn & Mundel, 2018), and ele ision ad e isemen s (chan,
2020). addi ionally, con en analysis has been employed o in es iga e opics such as heal h ad iso ies
ela ed o cOViD-19 (Deng e al., 2022) and pos -pandemic ad e ising ends (sha ma & Meena, 2024).
in his s udy, he heo e ical amewo k consis s o he U&g heo y elemen s including emo ional, in o -
ma ional, en e ainmen , and c ea i e appeal, alongside humou s yle and humou ype. hese ame-
wo ks a e u ilized o analyse message s a egies among bo h b and and use -gene a ed memes, aiming
o dissec he unde lying na a i e echniques wi hin meme con en .
Da a collec ion
ins ag am is he second mos -used pla o m by ma ke e s o p omo e hei p oduc s and se ices
(s a is a, 2023). his pla o m has he highes use base om ages 18 o 34 which comp ises mainly wo
gene a ion coho s: gen Z and millennials (s a is a, 2024a). ins ag am ocuses on images, sho ideos,
and eels which makes i mo e appealing and engaging han ex -only pos s. Due o i s young demo-
g aphic usage, and engagemen , ins ag am has become one o he mos sui ed pla o ms o ou esea ch
on meme ma ke ing as memes a e highly popula among he young popula ion (Va deman, 2024).
ins ag am has i s highes use base in india (shewale, 2024). acco ding o a Fo bes india (2022) epo ,
Zoma o, and swiggy a e wo b ands ha s a ed he meme ma ke ing end in india and a e s ill one o
he bes meme con en c ea o s on ins ag am. Bo h b ands ope a e wi hin he online ood deli e y app
sec o , a ma ke la gely in luenced by gen Z and millennial use s, making hem ideal subjec s o his
s udy (sud a, 2023). Zoma o holds he i le o he mos downloaded app globally, closely ollowed by
Ube ea s and swiggy (s a is a, 2024b); no ably, Ube ea s in india was ecen ly acqui ed by Zoma o.
hence Zoma o and swiggy become he leading b ands in he ood deli e y space, especially in india.
he online ood deli e y app indus y has g own in popula i y especially pos -cOViD as he e has been
signi ican change in ea ing habi s and o de -ins due o iendly applica ions, he abili y o each la ge
cus ome s a a lowe cos , and he abili y o choose ood a one’s con enience wi h li le hassle (Mckinsey
& company, 2021). i is expec ed ha his indus y will become a pe manen ix u e in he dining space
o e he nex ew yea s. gen Z and millennials highly use ood deli e y applica ions, and because o
hei equen usage o social media, hey a e o en he a ge audience. Due o hese signi ican easons,
ou s udy selec s Zoma o and swiggy as wo b ands o he s udy. o simpli y he s udy, image mac o
memes i.e., memes wi h ex abo e o below he image we e selec ed (Dynel, 2016). image mac o comes
ac oss as one o he mos common memes and is easily ecognizable by people on he in e ne (ayele
e al., 2020).
14 a. ag aWal e al.
s inaga , india. he has comple ed his mas e ’s (M.a.), bachelo ’s (B. a), and doc o a e deg ee (Ph.D.) in economics,
wi h mo e han nine yea s o eaching and esea ch expe ience a highe educa ional ins i u ions ac oss se e al
coun ies like india, a ghanis an, and e hiopia. he has published esea ch pape s in se e al epu ed jou nals and
has many pa en s in his name. he has a ended mo e han i y wo kshops and acul y de elopmen p og ams
sponso ed by he go e nmen o india, and has been he keyno e speake o many in e na ional con e ences and
semina s.
Mum az Alam, cu en ly se ing as associa e P o esso in social science and Di ec o o cen e o g adua e s udies
a Fiji na ional Uni e si y, ob ained his PhD om aliga h Muslim Uni e si y. his esea ch ocuses on medical his o y
ac oss sou heas asia and he Paci ic, explo ing hei in e sec ions wi h colonial and pos -colonial con ex s. D .
alam’s wo k uniquely combines social and medical his o y, inco po a ing o al es imonies and w i en eco ds. he
au ho ed books ‘heal h, Medicine, and encoun e o cul u es in india in 2022 and ‘ e hinking na ionalism: explo ing
i s oo s, Va ie ies, and heo ies in 2023. as an ac i e esea che and membe o p es igious associa ions like ihc,
Pha, aha, and anZshM, D . alam has ecei ed accolades, including he Bes Pape P ize in science and echnology
a he indian his o y cong ess in 2011. his di e se esea ch po olio spans Vene eal Diseases, smallpox accina ion,
social Policy, en i onmen al his o y, clima e change, gende , and eco ou ism. holding edi o ial oles in dis inguished
in e na ional jou nals, D . alam con ibu es signi ican ly o his o ical schola ship.
Vinay Khandelwal is a acul y o inance and analy ics. he is cu en ly associa ed wi h he icFai Business school,
icFai Uni e si y Jaipu as an assis an p o esso . D . khandelwal is also associa ed wi h Uni e si y o s i ling as an
adjunc acul y o he s uden s o Msc Finance. he holds his doc o a e in inance om Jaipu ia ins i u e o
Managemen . D . khandelwal holds his expe ise o e subjec s such as co po a e Finance, in es men and Po olio
Managemen , Financial De i a i es, sus ainabili y epo ing, and Quan i a i e Me hods in Finance. his esea ch in e -
es s include esg epo ing, asse P icing, iPO Unde p icing, and co po a e g eenwashing.
ORCID
ashima ag awal h p://o cid.o g/0000-0003-4656-2140
Daneshwa sha ma h p://o cid.o g/0000-0002-3224-2763
Manoj kuma Mish a h p://o cid.o g/0000-0003-1857-9076
Mohd asi shah h p://o cid.o g/0000-0001-6164-0915
Mum az alam h p://o cid.o g/0000-0002-0945-2447
Vinay khandelwal h p://o cid.o g/0000-0002-3604-0675
Da a a ailabili y s a emen
he da a ha suppo s he indings o he s udy is a ailable om he co esponding au ho upon easonable
eques .
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