Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands

Detalhes bibliográficos
Autor(a) principal: Aguiar, Marta Rodrigues
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/23908
Resumo: Nowadays, brands are increasingly acknowledging the advantages of incorporating social media into their marketing strategies as a tool to create and establish relationships with their consumers. One of the most efficient ways to communicate with them is through the use of visual content, being that Internet Memes are a popular choice due to their ease of creation, humorous basis and fast-spreading capabilities on the Internet. One other topic which has been under study in marketing, and trendy in social media, is Brand Coolness. Among other things, Brand Coolness allows brands to sell more, and increase or decrease their online image, loyalty and love. This dissertation suggests that using Internet Memes in brands’ social media pages can influence the perceptions of Brand Coolness and proposes to understand the ‘if’ and the ‘how’, in the cosmetic industry context, and between utilitarian and hedonic brands. Through two surveys, one to assess the most utilitarian and the most hedonic cosmetic brand, and another with two questionnaires to answer to the research questions, the results show that although Internet Memes do influence the perceptions of Brand Coolness, it is only to an extent, and not always in a positive way as it might depend on many factors among them: the intended target, the context in which the Internet Meme is communicated, the subjectivity of humour, the type of brand, and the type of meme. Additionally, a person's age or knowledge of what an Internet Meme is, do not change their perceptions of Brand Coolness.
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spelling Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brandsBrand CoolnessInternet memeHedonismUtilitarianismCosmeticsMeme da InternetHedonismoUtilitarismoCosméticosNowadays, brands are increasingly acknowledging the advantages of incorporating social media into their marketing strategies as a tool to create and establish relationships with their consumers. One of the most efficient ways to communicate with them is through the use of visual content, being that Internet Memes are a popular choice due to their ease of creation, humorous basis and fast-spreading capabilities on the Internet. One other topic which has been under study in marketing, and trendy in social media, is Brand Coolness. Among other things, Brand Coolness allows brands to sell more, and increase or decrease their online image, loyalty and love. This dissertation suggests that using Internet Memes in brands’ social media pages can influence the perceptions of Brand Coolness and proposes to understand the ‘if’ and the ‘how’, in the cosmetic industry context, and between utilitarian and hedonic brands. Through two surveys, one to assess the most utilitarian and the most hedonic cosmetic brand, and another with two questionnaires to answer to the research questions, the results show that although Internet Memes do influence the perceptions of Brand Coolness, it is only to an extent, and not always in a positive way as it might depend on many factors among them: the intended target, the context in which the Internet Meme is communicated, the subjectivity of humour, the type of brand, and the type of meme. Additionally, a person's age or knowledge of what an Internet Meme is, do not change their perceptions of Brand Coolness.Hoje em dia, as marcas estão a reconhecer cada vez mais as vantagens de incorporar as redes sociais nas suas estratégias de Marketing, como uma ferramenta para estabelecer relações com os seus consumidores. Uma das formas mais eficientes de comunicar com os mesmos, é através de conteúdo visual, sendo que os "Memes" da Internet são uma escolha popular devido à sua facilidade de criação, base humorística e capacidades de rápida distribuição na Internet. Um outro tópico comum em estudos de Marketing e nas redes sociais, é a "Brand Coolness". Entre outras, "Brand Coolness" permite às marcas venderem mais e aumentar a sua imagem "online", lealdade e amor. Esta dissertação sugere que a utilização de "Memes" da Internet nas páginas das redes sociais das marcas, pode influenciar as perceções de "Brand Coolness", propondo-se a perceber o ‘se’ e o ‘como’, no contexto de produtos cosméticos, e entre marcas utilitárias e hedónicas. Através de duas pesquisas, uma para averiguar a marca mais utilitária e a mais hedónica, e outra com dois questionários para responder às perguntas de investigação, os resultados mostram que apesar dos "memes" influenciarem as perceções de "Brand Coolness", não é inteiramente e nem sempre pela positiva, pois poderá depender de vários fatores como: o segmento alvo, o contexto em que é comunicado, a subjetividade do humor, o tipo de marca e de "meme". Além disso, a idade de uma pessoa e o seu conhecimento prévio do que é um "Meme" da Internet não alteram as perceções de "Brand Coolness".2023-11-17T00:00:00Z2021-11-17T00:00:00Z2021-11-172021-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/23908TID:202815420engAguiar, Marta Rodriguesinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-03T01:17:48Zoai:repositorio.iscte-iul.pt:10071/23908Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:17:04.586060Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
title Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
spellingShingle Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
Aguiar, Marta Rodrigues
Brand Coolness
Internet meme
Hedonism
Utilitarianism
Cosmetics
Meme da Internet
Hedonismo
Utilitarismo
Cosméticos
title_short Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
title_full Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
title_fullStr Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
title_full_unstemmed Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
title_sort Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
author Aguiar, Marta Rodrigues
author_facet Aguiar, Marta Rodrigues
author_role author
dc.contributor.author.fl_str_mv Aguiar, Marta Rodrigues
dc.subject.por.fl_str_mv Brand Coolness
Internet meme
Hedonism
Utilitarianism
Cosmetics
Meme da Internet
Hedonismo
Utilitarismo
Cosméticos
topic Brand Coolness
Internet meme
Hedonism
Utilitarianism
Cosmetics
Meme da Internet
Hedonismo
Utilitarismo
Cosméticos
description Nowadays, brands are increasingly acknowledging the advantages of incorporating social media into their marketing strategies as a tool to create and establish relationships with their consumers. One of the most efficient ways to communicate with them is through the use of visual content, being that Internet Memes are a popular choice due to their ease of creation, humorous basis and fast-spreading capabilities on the Internet. One other topic which has been under study in marketing, and trendy in social media, is Brand Coolness. Among other things, Brand Coolness allows brands to sell more, and increase or decrease their online image, loyalty and love. This dissertation suggests that using Internet Memes in brands’ social media pages can influence the perceptions of Brand Coolness and proposes to understand the ‘if’ and the ‘how’, in the cosmetic industry context, and between utilitarian and hedonic brands. Through two surveys, one to assess the most utilitarian and the most hedonic cosmetic brand, and another with two questionnaires to answer to the research questions, the results show that although Internet Memes do influence the perceptions of Brand Coolness, it is only to an extent, and not always in a positive way as it might depend on many factors among them: the intended target, the context in which the Internet Meme is communicated, the subjectivity of humour, the type of brand, and the type of meme. Additionally, a person's age or knowledge of what an Internet Meme is, do not change their perceptions of Brand Coolness.
publishDate 2021
dc.date.none.fl_str_mv 2021-11-17T00:00:00Z
2021-11-17
2021-09
2023-11-17T00:00:00Z
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