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This paper studies domestic meme marketing strategies from a macro perspective, using interviews to collect current approaches and a questionnaire to assess their effects. Findings indicate the use of Internet memes aided by artificial intelligence, efforts to build virtual brand images, and adoption of a UGC two-way communication model.",{"@graph":69,"@context":123},[70,84,106],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/a-study-on-meme-marketing-strategies-of-domestic-brands-and-optimization-suggestions/293058/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/a-study-on-meme-marketing-strategies-of-domestic-brands-and-optimization-suggestions/293058.png","ImageObject",300,407,{"name":92,"@type":93},"Liam","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-18","2026-09-17",true,{"@type":102,"interactionType":103,"userInteractionCount":105},"InteractionCounter",{"@type":104},"ViewAction",12,{"@type":107,"mainEntity":108},"FAQPage",[109,115,119],{"name":110,"@type":111,"acceptedAnswer":112},"What research approach is used to study domestic meme marketing strategies?","Question",{"text":113,"@type":114},"The study conducts interviews to collect current meme marketing strategies of domestic brands, then releases a questionnaire to evaluate the application effects.","Answer",{"name":116,"@type":111,"acceptedAnswer":117},"What key marketing findings does the study report about domestic brands?",{"text":118,"@type":114},"Domestic brands use Internet memes with help from artificial intelligence, build virtual brand images, and adopt a two-way UGC communication model.",{"name":120,"@type":111,"acceptedAnswer":121},"Does meme marketing significantly improve consumers’ desire to buy in this study?",{"text":122,"@type":114},"The results indicate that current meme marketing strategies have not shown a significant effect on improving consumers’ willingness to learn about brands and purchase their products or services.","https://schema.org",{"og:url":83,"og:type":125,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":127,"canonical":83},"index,follow",{"doc_id":129,"site_id":62},293058,1789659057,{"code":4,"msg":5,"data":132},{"doc_id":129,"user_id":133,"nickname":92,"user_avatar":134,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":135,"file_id":136,"file_url":137,"file_type":138,"file_size":139,"view_count":105,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":140,"language":141,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":142,"faqs":143,"seo_title":144,"seo_description":67,"update_tm":130,"read_time":145,"preview_page_count":4},8796095461564,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","A Study on Meme Marketing Strategies of Domestic Brands and  \nOptimization Suggestions  \nCuiping Wen1, & Jiawen Ye 1  \n1 School of English for International Business, Guangdong University of Foreign Studies, Guangzhou, China  \nCorrespondence: Jiawen Ye, School of English for International Business, Guangdong University of Foreign Studies,  \nGuangzhou 510420, Guangdong, China. E-mail: [2367721914@qq.com](2367721914@qq.com)  \nReceived: June 10, 2024 Accepted: July 17, 2024 Available online: July 23, 2024  \ndoi:10.11114/ijsss.v12i4.7065 URL: [https://doi.org/10.11114/ijsss.v12i4.7065](https://doi.org/10.11114/ijsss.v12i4.7065)  \nAbstract  \nIn today’s era of traffic, the powerful monetization ability of meme marketing has attracted growing attention from brands. However, there is still limited research on domestic brand meme marketing in academic circles. Therefore, aiming to study domestic meme marketing strategies from a macro perspective, an interview was conducted to collect current meme marketing strategies of domestic brands, and a questionnaire was then released to evaluate the application effect of these strategies. The results show that domestic brands have used Internet memes in marketing with the help of artificial intelligence, explored to establish a brand virtual image, and adopted the two-way communication model of User Generated Content (UGC) . Nonetheless, current meme marketing strategies have not shown a significant effect on improving consumers ’ willingness to learn about brands and purchase their products or services. This paper provides improved meme marketing strategies that further arouse the transformable consumption potential of consumers and effectively consolidate the maintenance and expansion of brand communication.  \nKeywords: Internet memes, meme marketing, brand communication, branding  \n1. Introduction  \nThe swift progress in mobile Internet technology has not only permeated every aspect of our lives but also created vast opportunities for online gatherings. Amid the flourishing development of social media, individuals are granted the freedom to communicate and engage in discussions about specific topics or events. These interactive contents are refined and elevated to become Internet memes. In the Internet age, Internet memes are regarded as a novel form of cultural communication (Hu & Zhang, 2022) . By engaging in the copying, modifying, and recreating of “memes”, individuals can experience a sense of participation and joy, while also fostering connections (Xu et al., 2023) . As a result, Internet memes have sparked interest among brands in combining them with marketing.  \nCurrently, Internet memes have been applied to brand marketing on the Internet and given full play to their advantages. Malodia et al. (2022) found that viral memes are topical and highly relatable and are thus well received by the target groups, which increases customer engagement and brand recall. By employing Internet memes to interact with consumers, brands can not only attract more potential customers and connect with their target audience organically but also increase brand awareness and user stickiness (Taecharungroj & Nueangjamnong, 2015) . Undoubtedly, the combination of Internet memes and marketing demonstrates significant marketing advantages.  \nAlthough brands are now more aware of the importance of Internet memes in their marketing strategies, the research on meme marketing remains limited. Two significant gaps are found in the existing literature on meme marketing. First, most of the literature focuses on the dissemination logic of Internet meme culture (e.g., Wu, 2020; Zhao & Yuan, 2021; Wei, 2023), but the role of Internet memes in brand marketing strategies and the extent to which it stimulates consumers ’desire to consume need to be further explored. Second, most existing literature is limited to case studies on the application of meme marketing strategies (Shi, 2020), while macro-level summative research on ","cbCaijvKSfnwHZuZ","https://ap.wps.com/l/cbCaijvKSfnwHZuZ","pdf",615678,15,"English","# Introduction\n## Literature Review\n### The 4I Theory","[{\"question\":\"What research approach is used to study domestic meme marketing strategies?\",\"answer\":\"The study conducts interviews to collect current meme marketing strategies of domestic brands, then releases a questionnaire to evaluate the application effects.\"},{\"question\":\"What key marketing findings does the study report about domestic brands?\",\"answer\":\"Domestic brands use Internet memes with help from artificial intelligence, build virtual brand images, and adopt a two-way UGC communication model.\"},{\"question\":\"Does meme marketing significantly improve consumers’ desire to buy in this study?\",\"answer\":\"The results indicate that current meme marketing strategies have not shown a significant effect on improving consumers’ willingness to learn about brands and purchase their products or services.\"}]","A Study on Meme Marketing Strategies of Domestic Brands and Optimization Suggestions | PDF",38]