https://redfame.com/journal/index.php/ijsss/article/view/7065
Paper from China about meme marketing strategies used by Chinese brands.
It benefits from a clear and well-defined scope and goal - to assess current marketing strategies and improve them.
I'm a big fan of the proposed methodology - interviews for exploration followed by surveys to quantitatively dis/prove hypotheses. Unfortunately, their execution is poor - 167 respondents of which 95% are female and 95% fall in the 18-25 age bracket? Really?
Furthermore, as far as I can tell, there are no distinctions made between different brands in the survey, so we only get a general view of how users feel about meme marketing and its effectiveness.
In-depth interviews with 6 internet users about brand meme marketing, followed by an internet questionnaire about awareness and effectiveness of such marketing (167 respondents)
Meme marketing brings brand awareness (61% of users feel good about meme marketing, 25% feel bad) but doesn't convert well into sales (22% would purchase while 57% are unsure
The 4I theory provides an ideal theoretical framework for the exploration of meme marketing strategies and their effectiveness.
Interview of six veteran Internet users aged 18 to 25
The first part of the questionnaire primarily comprises basic information about the user, including gender, age, and knowledge about meme marketing.