NATIONAL ECONOMICS UNIVERSITY FACULTY OF MARKETING -------***------- Essay on Marketing Major FACTORS AFFECTING GEN Z CONSUMERS’ ATTITUDE TOWARDS MEME MARKETING IN THE INNER-CITY HANOI DO HUYEN LINH Student ID: 11192778 Major: Marketing Management (AEP) Instructor: MBA. DUONG THI HOA HA NOI – JUNE 2022 1 TABLE OF CONTENTS TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES CHAPTER 1: INTRODUCTION 1. Reason for choosing the topic 1. Research questions and objectives 1.
Structure of the essay CHAPTER 2: LITERATURE REVIEW ON FACTORS AFFECTING CONSUMERS’ ATTITUDE TOWARDS MEME MARKETING 2. Research on consumers’ attitude towards Meme Marketing 2. Theory of Reasoned Action (TRA) 2. The Brackett and Carr (2001) Model of Attitudes Toward Advertising on the Internet 2.
Review of Relevant Researchs 2 2. Proposed Conceptual Framework CHAPTER 3: METHODOLOGY 3. Development of survey questionnaire 3. Data Collection Method 3.
Sampling Technique CHAPTER 4: RESULTS OF THE RESEARCH 4. Research Sample Descriptive 4. Measure Reliabilities and Validations 4. Assessment of the reliabilities of measurement scales 4.
Exploratory Factor Analysis 4. Confirmatory Factor Analysis 4. Exploratory Model Analysis 4. Evaluation of the fitness of the Model 4.
Regression results 3 CHAPTER 5: DISCUSSIONS OF THE RESEARCH FINDINGS AND RECOMMENDATIONS 5. Discussions of major findings 5. Contributions of the research 5. Recommendations for businesses 5.
Limitations and Future research directions CONCLUSION REFERENCES APPENDIX 4 LIST OF FIGURES 5 LIST OF TABLES 6 Document continues below Discover more from: Essay on Marketing Management 151 documents Go to course HIGHLAND COFFEE marketing analysis 30 Essay on Marketing Management 97% (142) TRESemmé's Marketing Strategy 3 Essay on Marketing Management 100% (14) Marketing Mix strategy of KFC 5 Essay on Marketing Management 100% (11) Shopee-pass - Grade: B 23 Essay on Marketing Management 93% (68) Marketing strategy of Colour Pop 4 Essay on Marketing Management 100% (9) LG's marketing strategy 3 Essay on Marketing Management 93% (27) CHAPTER 1: INTRODUCTION 1. Reason for choosing the topic Viral Marketing, while not exclusive to the Internet, is a uniquely online phenomenon. Due to its ability to spread product awareness quickly and widely, akin to a virus, and its effectiveness being somewhat independent of marketing investment. Viral Marketing is highly popular with companies seeking to promote their products on the Internet, particularly through social media.
In recent years, as the online landscape has evolved, with social media leading the charge, Viral Marketing has also taken on new forms as companies try to take advantage of an increasingly massive customer base. Unlike traditional tools, Internet marketing utilizes the Internet to provide information, communicate, and conduct transactions (Rahimnia & Hassanzadeh, 2013). One of the popular forms of Viral Marketing that represents the growth of the online market is “Meme Marketing”. This form uses memes or Internet memes to convey marketing messages.
Instead of purely entertainment purposes, memes today have been commercialized by many brands. Memes have become the language of Millennials. Not just millennials, memes speak for even for Gen Z. Its strength depends on its relevance.
Memes are even tagged as the introverts' way of cracking jokes. The trick is to grab the attention of the masses. A spot-on meme can spread like wildfire with million impressions within days or even hours. An image can speak a thousand words is particularly true when it comes to memes.
Memes make up a large proportion of the younger generation, with 55% of people aged 13-35 sending memes every week. Meme mentions increased over time, from 19.8 million mentions in August 2019, to 24.9 million in July 2020 (up about 26 percent), with a peak of 28 million visits within April 2020. According to YPulse’s survey, teens are even more likely to follow meme accounts, with 43% of 13-17-year-olds saying they do, and a massive 56% of 18-20-year-olds reporting the same. To young consumers, memes are a massive entertainment form.
Endless conversations ranging from politics to cryptocurrency are consumed in the digital world in the form of memes. People who do not find the meme relevant or interesting try to research the topic to be onboarded. A supporter or a critic is equally interested in a meme. There exists a meme community that either creates or curates the memes.
These communities have the potential to make the meme go viral. Viral Marketing involve using such such tools and planning campaigns accordingly. 7 Although it is impossible to predict how the next meme trend will look like, Meme Marketing is believed to be ubiquitous on social media in the years to come, even entering the live stream. For that reason, marketers must identify the potential of Viral Marketing in general and Meme Marketing in specific.
Understanding factors influencing Gen Z consumers’ attitudes and behaviors towards companies’ Meme Marketing will be the first stage of creating a good Meme Marketing strategy. That leads me to choosing the topic “Factors affecting Gen Z consumers’ attitude towards Meme Marketing in the inner-city Ha Noi”. Research questions and objectives 1. Research objectives General objective: The main purpose of this research is to identify and examine what are the factors will affect Gen Z consumers’ attitudes towards Meme Marketing in the inner-city Ha Noi.
The findings from this study were intened to provide initial insights the attitudes of Generation Z towards Meme Marketing in Vietnam, an analytical case from the inner-city Ha Noi. From that, author can depict relevant implications for marketers and local businesses. Specific objectives: Objective 1: Propose a conceptual model of factors affecting Gen Z consumers’ attitude towards Meme Marketing. Objective 2: Identify the relationship of factors mentioned in the proposed model of factors affecting Gen Z consumers’ attitude towards Meme Marketing.
Objective 3: Make possible recommendations for marketers and businesses in the context of research. Research questions Based on the objectives listed above, the research questions that going to be answered in the end of the study are as below: 8 Question 1: What are the factors affecting Gen Z consumers’ attitude towards Meme Marketing? Question 2: How do those factors affect consumers’ attitudes towards Meme Marketing? Question 3: What are the possible implications for marketers and businesses in the context of research? 1. Research subjects This study focuses on the research subject which is factors affecting Gen Z consumers’ attitude towards Meme Marketing. Research respondents As mentioned before, this study focuses on Gen Z’s attitude so the research will collect responses from Gen Z respondents currently studying and living in the inner- city Ha Noi.
Generation Z can be defined as people born in the period from 1996 to 2012. Meme Marketing is also a type of Viral Marketing and viral on the Internet, especially on social media. Besides, Gen Z consumers are mostly professional digital users and heavy-used social media platforms. For that reason using social media and other digital platforms.
Research scope Location: The research was conducted in the inner-city of Ha Noi. In specific, author will collect data from target respondents in 12 urban districts of Ha Noi, namely Ba Dinh, Hoan Kiem, Hai Ba Trung, Hoang Mai, Dong Da, Thanh Xuan, Cau Giay, Ha Dong, Nam Tu Liem, Bac Tu Liem, Tay Ho, and Long Bien. Duration: Research data was collected within one month, from 1 July, 2022 to 30 July, 2022. Analysis tools Data collection tool: Survey questionnaire (collected online via various social media platforms, forums, groups, etc).
9 Data analysis tool: Data obtained from the survey after being cleaned (removing unreliable or inappropriate responses to the research objective) will be analyzed using SPSS 26. Research procedure Time Task 5/6 -11/6/2022 Search and consult secondary data sources 11/6/2022 Submit preliminary outline 11/6 - 20/6/2022 Build preliminary conceptual framework 20/6 - 21/6/2022 Submit detailed outline 21/6 – 23/6/2022 Adjust and evaluate proposed conceptual framework 23/6 – 30/6/2022 Develop survey questionnaire 1/7 – 30/7/2022 Collect data (using questionnaire) 30/7 – 1/8/2022 Process the collected responses (using SPSS) 1/8 – 3/8/2022 Prepare and submit report draft to the instructor Finalize the report and submit final version to the 3/8 – 12/8/2022 instructor Table 1: Research procedure Source: Develop for the research 1. Structure of the essay The essay will be divided into 5 main chapters according to the following outline. Chapter 1: Introduction This chapter is for giving a brief introduction about the chosen topic.
It will cover the reason for choosing the topic, reseach questions and objectives, short brief about research method (research subjects, respondents and research scope). Chapter 2: Literature review on factors affecting Consumers’ Attitude towards Meme Marketing 10 This chapter focuses on clarifying terms related to the topic as well as reviewing literature systems to propose the suitable conceptual framework. Chapter 3: Methodology Chapter 3 illustrates detailed research methodology, including reseach context, research development and evaluation process, measurement scales, data collection method and sampling design method. Chapter 4: Results of the research After collecting and analysing data from respondents, this chapter will display the results.
The research’s results includes sample descriptive (relating to demographical and behavioral factors), descriptive statistics (relating to respondents’ answers collectec from survey questionnaire), results of measurement scales’ validation test, Exploratory Factor Analysis and hypothesis testing (using regression analysis). Chapter 5: Discussions of the research findings and recommendations This chapter maily focuses on discussing the major findings of the research to identify the contribution and the limitation of the research. From that, researcher can make possible recommendation for bussiness and future research directions. 11 CHAPTER 2: LITERATURE REVIEW ON FACTORS AFFECTING CONSUMERS’ ATTITUDE TOWARDS MEME MARKETING 2.
Consumers’ Attitude Attitude can be generally defined as a continuing organization of cognitive, perceptual, emotional and motivational processes with respect to some feature of our surroundings (Hawkins, Best & Coney, 2004). In short, it consists of cognitive, affective and behavioral. Pride and Ferrell (1991) had explained it a more specific way that attitude refers to positive or negative feelings and knowledge about an activity or object. Katz (1960) and Grewal, Mehta and Kardes (2000) stated that attitudes serve main purpose for individuals which is knowledge function, as a means of organizing beliefs about activities or objects.
Consumer attitudes are a combination of a consumer’s beliefs about, behavioral intentions, and feelings about toward some objects which are within the marketing context such as a brand or retail store (Perner, 2010). These components are often analyzed together due to the reason that they are mutually dependent and together represent forces that manipulate how the consumer will respond to the object. According to Kotler and Armstrong (2006), consumer’s attitude towards a product is being influenced and shaped by psychological factors such as perception, motivation, attitude, personality, learning and belief. Marketing theory starts with consumers’ needs and their behavior in meeting their needs.
In order to satisfy their needs, consumers make many purchase decisions every day. The job of marketers is to study these consumer purchase decisions and attitude in order to find answers to questions about why, what, how much and where the consumers buy to make their marketing techniques to be more effective. Based on the study of Solomon (2011), attitude in marketing terms was defined as a common assessment of a product or service formed ultimately. An attitude assured a personal intention and influenced the buying and shopping behaviours of consumers.
Consumer attitudes are both an obstacle and an advantage to a marketer. Perceptive marketers control their understanding of attitudes to forecast the behaviour of consumers. These knowledgeable marketers recognize precisely how to differentiate the differences between attitudes, beliefs, and behaviours and at the same time leveraging all three in the expansion of marketing strategies. Original definition of Meme 12 The transmission of cultural traits is a process that in many ways resembles the spread of an infectious disease: the carrier of a certain idea, behavior or attitude directly or indirectly communicates this idea to another person, who now also becomes a carrier, ready to “infect” further people.
Cultural evolution therefore can be understood through the same basic mechanisms of reproduction, spread, variation, and natural selection that underlie biological evolution.