Using Funny Memes for Social Media Marketing: The Moderating Role of Bandwagon Cues

This study involved a 2 (image type: funny meme vs. serious image) × 2 (level of bandwagon cues: high vs. low) between-subjects online experiment (N = 258). Statistical results showed that using Internet memes was more effective than using serious images in the setting of brand-related Twitter posts. Specifically, when this study’s participants perceived the deployed meme to be humorous, they evidenced positive attitudes toward the post and greater intention to share the post on social media. Furthermore, bandwagon cues were found to moderate the meme effect on persuasion through perceived humor. Participants’ humor perception was enhanced when exposed to a meme post featuring a large number of replies, retweets, and likes (i.e., a high level of bandwagon cues). An unexpected outcome that emerged from the data was that funny memes had a negative impact on brand recall through humor perception. This study’s exploration of funny memes as humor stimuli within the context of social media adds to the literature on humor communications in marketing, as well as illustrates the importance of bandwagon effects for humor persuasion.