Internet memes and social media marketing: a review of theories

Purpose Several businesses have begun to use memes as part of social media marketing. Although memes have been independently explored through various theories, their use in social media marketing has not yet been explored. This study analyzes theories used to study memes and suggests popular marketing theories to do the same for memes in social media marketing. Design/methodology/approach This study employed a mixed methodology. We used the Scopus database and the SPAR-4 protocol to gather, organize, and evaluate the literature. A bibliometric analysis was performed to understand the themes explored in the literature. Manual content analysis was performed to identify the theories used to elucidate study memes. Findings We profiled meme research through a bibliometric analysis. Relevance theory, Rhetoric theory, Theories of humor, Evolutionary theory, and the theory of conceptual blending are the most frequently used theories in meme literature. Furthermore, we found that the marketing theories used to study memes are limited. Practical implications The findings of this study will benefit academia, marketers, and social media managers by offering a comprehensive picture of theories used in meme research. It also suggests new avenues for conducting future research on memes based on identified theories. Originality/value This is one of the first known studies to employ both bibliometric and content analyses to review theories in meme literature. Furthermore, we suggest marketing theories and research questions to explain meme marketing.