互联网
长鼻
社会化媒体
广告
社会学
政治学
业务
生物
生态学
万维网
法学
计算机科学
作者
Magdalena Lenda,Piotr Skórka,Błażej Mazur,William J. Sutherland,Piotr Tryjanowski,Dawid Moroń,Erik Meijaard,Hugh P. Possingham,Kerrie A. Wilson
摘要
Abstract There is limited knowledge of the mechanisms that can inspire people's concern and engagement in the protection of unpopular and unappealing species. We analyzed Polish people's interest in themed internet memes featuring the proboscis monkey ( Nasalis larvatus ) and the consequences of this interest for conservation marketing. We examined Google Trends data, used Google Search, and searched popular media materials to estimate interest in the proboscis monkey in Poland. Photos of the proboscis monkey when presented with humor in internet memes attracted as much interest as usually more popular species (e.g., koala, panda, and orangutan) used in marketing by nongovernmental organizations. Amusing internet memes spread by social media positively correlated with increasing interest in the unappealing species, such as proboscis monkey. Interest in amusing internet memes positively correlated with individuals’ decisions to donate to 6 crowdfunding actions. Thus, conservation marketing that includes amusing memes and social media may provide a worthwhile complement to traditional campaigns and are likely to influence individuals who are unaffected by the usual means.
科研通智能强力驱动
Strongly Powered by AbleSci AI