梗圖對品牌關係之影響

Abstract

受惠於網際網路的發展，梗圖有越來越流行的趨勢，甚至有梗圖自動產生器可以自行製作梗圖，社群媒體上也有許多專門經營梗圖的帳號，人們開始使用梗圖做為表達意見與想法的一種方式，有嘲諷有單純娛樂，在這種條件背景下，每個人製作的梗圖都帶有個人色彩，可能引起共鳴也可能有無法理解的情況，但無法否定這已經成為一種流行文化。目前的研究方向視角多為品牌端，將梗圖作為廣告素材的成效或成功因素。因此本研究的探討角度將視角切換至由顧客端生成的梗圖。兩者最大的差別是梗圖特質，品牌製作的梗圖是一個產品宣傳工具，積極正面且易於了解；而顧客製作的梗圖是表達個人使用體驗上最真實的想法，有讚美有批評，探討是否會對潛在顧客造成影響。綜合上述，本研究分析的變數為，帶有自我意識的梗圖理解程度的影響、個人創意發揮之下的新奇性及攻擊性幽默，並實施問卷調查對品牌關係之影響。Benefiting from the development of the Internet, memes are becoming more and more popular, and there are even meme generators that can create their own memes. There are also many accounts on social media that specialize in memes. As a way of expressing opinions and ideas, there are ridicule and pure entertainment. In this context, the memes produced by each person have a personal touch, which may resonate or may be incomprehensible, but it cannot be denied that this has already been done. become a pop culture.The current research direction is mostly on the brand side, using memes as the effectiveness or success factor of advertising materials. Therefore, the research angle of this study switches the perspective to the memes generated by the customer. The biggest difference between the two is the characteristics of the meme. The meme produced by the brand is a product promotion tool, which is positive and easy to understand; while the meme produced by the customer is to express the most authentic thoughts on the personal experience, including praise and criticism, and discussion. Will it affect potential customers?Based on the above, the variables analyzed in this study are the consistency of brand memes created by individuals with brand promises and practices, the influence of self-aware meme understanding, novelty and offensive humor under the display of personal creativity, And implement a questionnaire survey on the impact of brand relationship.