Understanding the Use and Application of Meme Marketing in Strategic Communications in Bangladesh
As a strategic communication tool, meme marketing is successfully connected with modern audiences, automatically assuming its preference in the Bangladeshi strategic communication field. However, there has yet to be any comprehensive study about whether this strategy is as effective as it is in othe...
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| Formato: | Online |
| Lenguaje: | inglés |
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Department of Journalism and Media Studies, Jahangirnagar University
2024
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| Acceso en línea: | http://journals.juniv.edu/index.php/jjm/article/view/17 |
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| _version_ | 1873958281492299776 |
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| author | Ahona, Tasnuva Alam |
| author_facet | Ahona, Tasnuva Alam |
| author_sort | Ahona, Tasnuva Alam |
| collection | OJS |
| description | As a strategic communication tool, meme marketing is successfully connected with modern audiences, automatically assuming its preference in the Bangladeshi strategic communication field. However, there has yet to be any comprehensive study about whether this strategy is as effective as it is in other areas of the world as opposed to Bangladesh. Duplicating a strategy that worked well in other areas does not confirm success here, and there needs to be concrete proof of how to make this work here, considering the country's specific contexts and the associated culture. This study drew insights from heavy meme consumers of Bangladesh through a comprehensive analysis of survey responses. The participants were picked from the leading meme groups on Facebook and through a purposive sampling. The survey found out about the participants' meme source preferences and the correlation between their liking a meme and their buying behavior. It also included if they did not like a meme, then what were the reasons behind it. Furthermore, participants' criticisms and suggestions were also included in the paper on how to make the strategy a better-implemented tool. As a guide for the users of this tool as a means of strategic communication, the matters of ethical considerations and cultural appropriateness were thoroughly discussed. This study concludes with a holistic understanding of memes as a strategic communication tool in digital culture. |
| format | Online |
| id | ojs-17 |
| institution | My University |
| language | eng |
| publishDate | 2024 |
| publisher | Department of Journalism and Media Studies, Jahangirnagar University |
| record_format | ojs |
| spelling | ojs-172024-06-12T03:43:50Z Understanding the Use and Application of Meme Marketing in Strategic Communications in Bangladesh Ahona, Tasnuva Alam meme marketing, strategic communication, social media marketing, branding, engagement, promotion strategy. As a strategic communication tool, meme marketing is successfully connected with modern audiences, automatically assuming its preference in the Bangladeshi strategic communication field. However, there has yet to be any comprehensive study about whether this strategy is as effective as it is in other areas of the world as opposed to Bangladesh. Duplicating a strategy that worked well in other areas does not confirm success here, and there needs to be concrete proof of how to make this work here, considering the country's specific contexts and the associated culture. This study drew insights from heavy meme consumers of Bangladesh through a comprehensive analysis of survey responses. The participants were picked from the leading meme groups on Facebook and through a purposive sampling. The survey found out about the participants' meme source preferences and the correlation between their liking a meme and their buying behavior. It also included if they did not like a meme, then what were the reasons behind it. Furthermore, participants' criticisms and suggestions were also included in the paper on how to make the strategy a better-implemented tool. As a guide for the users of this tool as a means of strategic communication, the matters of ethical considerations and cultural appropriateness were thoroughly discussed. This study concludes with a holistic understanding of memes as a strategic communication tool in digital culture. Department of Journalism and Media Studies, Jahangirnagar University 2024-06-12 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf http://journals.juniv.edu/index.php/jjm/article/view/17 10.59185/jjm.v5i1.17 Journal of Journalism and Media; Vol. 5 No. 1 (2023): ‘National Conference 2023: Journalism, Media & Communication’ [Special Issue]; 22-38 2409-479X eng http://journals.juniv.edu/index.php/jjm/article/view/17/6 Copyright (c) 2024 Journal of Journalism and Media https://creativecommons.org/licenses/by-nc/4.0 |
| spellingShingle | meme marketing, strategic communication, social media marketing, branding, engagement, promotion strategy. Ahona, Tasnuva Alam Understanding the Use and Application of Meme Marketing in Strategic Communications in Bangladesh |
| title | Understanding the Use and Application of Meme Marketing in Strategic Communications in Bangladesh |
| title_full | Understanding the Use and Application of Meme Marketing in Strategic Communications in Bangladesh |
| title_fullStr | Understanding the Use and Application of Meme Marketing in Strategic Communications in Bangladesh |
| title_full_unstemmed | Understanding the Use and Application of Meme Marketing in Strategic Communications in Bangladesh |
| title_short | Understanding the Use and Application of Meme Marketing in Strategic Communications in Bangladesh |
| title_sort | understanding the use and application of meme marketing in strategic communications in bangladesh |
| topic | meme marketing, strategic communication, social media marketing, branding, engagement, promotion strategy. |
| topic_facet | meme marketing, strategic communication, social media marketing, branding, engagement, promotion strategy. |
| url | http://journals.juniv.edu/index.php/jjm/article/view/17 |
| work_keys_str_mv | AT ahonatasnuvaalam understandingtheuseandapplicationofmememarketinginstrategiccommunicationsinbangladesh |