Decoding Meme Magic: How Brands Win Your Love

Source: Kim, M. and Baek, T.H. (2025), "Fostering brand love through branded memes on social media", Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-02-2024-5002

Show Notes: https://www.marketingsciencelab.org/p/decoding-meme-magic

Ever wonder why some branded memes elicit a chuckle and get shared while others fall flat? This episode unpacks fascinating research from the Journal of Product & Brand Management that scientifically examines what makes a good branded meme good. We will break down the key ingredients—from tapping into trends to generating a sense of connection—and show how these digital jokes influence our relationships with brands (both for marketers and consumers). This isn't just about going viral; it's about building genuine brand loyalty. Please note this study focuses specifically on Facebook users.