Exploring Commonalities of Shared Viral Memes on Facebook and Implications to Digital Marketing Communications Strategies: A Content Analysis of User Engagement and Brand Visibility
Journal Title: Psychology and Education: A Multidisciplinary Journal - Year 2025, Vol 32, Issue 4
Abstract
This study sought to determine the characteristics of viral memes on Facebook and their implications to digital communication strategies. This study utilized a qualitative design by analyzing the content of 20 viral memes posted by the official pages of business brands and used analysis to scrutinize signs that convey meanings inherent to the memes’ characteristics anchored to Saussure's semiotic theory stating that meaning depends on the reciprocal relationship between signs in language and communication. Results revealed that the common memes that go viral on Facebook were memes that exhibited humorous, satirical, or ironic content that made them appealing to the audience or the internet users. Emotional resonance and participation also play critical roles for digital marketers and social media managers aiming to enhance engagement and audience connection. Further, memes that were created based on Shifman’s 6Ps (Positivity, Provocation, Packaging, Prestige, Positioning, & Participation) from her study Memes in Digital Culture. Consequently, it's advisable for online creators and social media managers to take these factors into account when crafting meme posts and to delve deeper into media research to discover fresh perspectives for future discussions on memes and their influence on today's audience.
Authors and Affiliations
Carl Daniel Ganal , Khristine Marie Concepcion
Development and Evaluation of Module in Basic Dressmaking
This study focused on the development and evaluation of Module in Basic Dressmaking for Grades 7 and 8 at the Rizal Technological University during the S.Y. 2022-2023.It used the descriptive method of research. It was ev...
The Role of Internal Controls in Enhancing Financial Performance: Evidence from Multipurpose Cooperatives in the 1st District of Cotabato Province, Philippines
This research was conducted to examine the relationship between internal controls and financial performance of multipurpose cooperatives. It covers the demographic profile of the multipurpose cooperatives, the level of i...
Guided Symbolab Application (GSA): Intervention Strategy In Addressing the Low-Performing BSED Math Students in the LET Enhancement Assessment
This study was directed to help students who fall short of the 75% passing mark in the LET Enhancement Assessment of BSED Math from 1st-3rd years using the Guided Symbolab Application (GSA) which involved the guided usag...
HUMSS Graduates Landing Station: A Phenomenology
One of the academic strands offered by the Philippine Education in the Senior High School department is the Humanities and Social Sciences (HUMSS) which encapsulates branches of knowledge in science. This is in line with...
Enhancement Activities in Grade 9 Science Utilizing Collaborative Approach
This study aimed to develop, validate, and determine the performance of the students using the enhancement activities based on the 2nd quarter most essential learning competencies (MELCS) in Science for grade 9 learners...