The Effectiveness of Meme-Based Content Digital Marketing: An SOR Model Approach
Main Article Content
Abstract
Introduction: The pervasive nature of internet memes in digital culture has led to their increasing adoption in marketing. While anecdotal evidence suggests their effectiveness, a comprehensive academic understanding of how meme-based content digital marketing affects consumer behavior remains underexplored. This study addresses this gap by employing the Stimulus-Organism-Response (SOR) model to investigate the psychological processes through which meme qualities translate into consumer responses.
Objectives: The primary objective of this study is to investigate the effectiveness of meme-based content digital marketing by examining the relationships between meme qualities (content appeal, emotional triggers, and relevance), consumers' internal states (cognitive processing, emotional reaction, and brand perception), and their behavioral responses (shareability, engagement, and purchase intention). The study aims to empirically confirm the SOR model as a theoretical framework for understanding the psychological processes underpinning the effectiveness of meme-based content marketing through digital platforms.
Methods: A quantitative research design was employed utilizing the partial least squares structural equation modeling (PLS-SEM). Data were collected from social media users who had encountered meme-based digital marketing content. A researcher-made questionnaire with a seven-point Likert scale was used to measure perceptions on meme quality, internal state, and behavioral response.
Results: Descriptive statistics indicated high mean scores across all constructs, suggesting that meme-based content digital marketing is effective in eliciting favorable perceptions on meme qualities, consumers’ internal states, and behavioral responses. The measurement model demonstrated satisfactory reliability and validity. Structural model analysis revealed a significant positive influence of Meme Quality on Internal State (β=0.577, t=5.183, p<0.001) and Internal State on Behavioral Response (β=0.663, t=5.741, p<0.001). Crucially, the Internal State significantly mediated the relationship between Meme Quality and Behavioral Response (βmediat=0.383, t=4.185, p<0.001). However, the direct path from Meme Quality to Behavioral Response was not statistically significant (β=0.135, t=1.269, p=0.205).
Conclusions: This study confirms the effectiveness of meme-based content digital marketing, operating primarily by shaping consumers' internal states. The findings strongly support the applicability of the SOR model, demonstrating that while meme qualities do not directly lead to behavioral responses, they significantly influence consumers' cognitive processing, emotional reactions, and brand perceptions, which in turn drive shareability, engagement, and purchase intention. Digital marketers should focus on creating appealing, emotionally engaging, and relevant memes to cultivate these positive internal states.