Factors affecting gen z consumers’attitude towards meme marketing inthe inner city hanoi

NATIONAL ECONOMICS UNIVERSITY FACULTY OF MARKETING -*** - Essay on Marketing Major FACTORS AFFECTING GEN Z CONSUMERS’ ATTITUDE TOWARDS MEME MARKETING IN THE INNER-CITY HANOI DO HUYEN LINH Student ID: 11192778 Major: Marketing Management (AEP) Instructor: MBA DUONG THI HOA HA NOI – JUNE 2022 TABLE OF CONTENTS TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES CHAPTER 1: INTRODUCTION 1.1 Reason for choosing the topic 1.2 Research questions and objectives 1.2.1 Research objectives 1.2.2 Research questions 1.3 Research method 1.3.1 Research subjects 1.3.2 Research respondents 1.3.3 Research scope 1.4 Structure of the essay CHAPTER 2: LITERATURE REVIEW ON FACTORS AFFECTING CONSUMERS’ ATTITUDE TOWARDS MEME MARKETING 2.1 Consumers’ Attitude 2.2 Meme Marketing 2.3 Research on consumers’ attitude towards Meme Marketing 2.3.1 Theory of Reasoned Action (TRA) 2.3.2 The Brackett and Carr (2001) Model of Attitudes Toward Advertising on the Internet 2.3.3 Review of Relevant Researchs 2.4 Proposed Conceptual Framework CHAPTER 3: METHODOLOGY 3.1 Research Context 3.2 Research methods 3.2.1 Research process 3.2.2 Development of survey questionnaire 3.2.3 Measurement scales 3.2.4 Data Collection Method 3.2.4.1 Secondary Data 3.2.4.2 Primary Data 3.2.5 Sampling Design 3.2.5.1 Sampling Size 3.2.5.2 Sampling Technique CHAPTER 4: RESULTS OF THE RESEARCH 4.1 Research Sample Descriptive 4.2 Descriptive Statistics 4.3 Measure Reliabilities and Validations 4.3.1 Assessment of the reliabilities of measurement scales 4.3.2 Exploratory Factor Analysis 4.3.3 Confirmatory Factor Analysis 4.4 Hypothesis testing 4.4.1 Exploratory Model Analysis 4.4.2 Evaluation of the fitness of the Model 4.4.3 Regression results CHAPTER 5: DISCUSSIONS OF THE RESEARCH FINDINGS AND RECOMMENDATIONS 5.1 Discussions of major findings 5.2 Contributions of the research 5.3 Recommendations for businesses 5.4 Limitations and Future research directions CONCLUSION REFERENCES APPENDIX LIST OF FIGURES LIST OF TABLES Document continues below Discover more from: Essay on Marketing Management 151 documents Go to course HIGHLAND COFFEE marketing analysis 30 Essay on Marketing Management 97% (142) TRESemmé's Marketing Strategy Essay on Marketing Management 100% (14) Marketing Mix strategy of KFC Essay on Marketing Management 100% (11) Shopee-pass - Grade: B 23 Essay on Marketing Management 93% (68) Marketing strategy of Colour Pop Essay on Marketing Management 100% (9) LG's marketing strategy Essay on Marketing Management 93% (27) CHAPTER 1: INTRODUCTION 1.1 Reason for choosing the topic Viral Marketing, while not exclusive to the Internet, is a uniquely online phenomenon Due to its ability to spread product awareness quickly and widely, akin to a virus, and its effectiveness being somewhat independent of marketing investment Viral Marketing is highly popular with companies seeking to promote their products on the Internet, particularly through social media In recent years, as the online landscape has evolved, with social media leading the charge, Viral Marketing has also taken on new forms as companies try to take advantage of an increasingly massive customer base Unlike traditional tools, Internet marketing utilizes the Internet to provide information, communicate, and conduct transactions (Rahimnia & Hassanzadeh, 2013) One of the popular forms of Viral Marketing that represents the growth of the online market is “Meme Marketing” This form uses memes or Internet memes to convey marketing messages Instead of purely entertainment purposes, memes today have been commercialized by many brands Memes have become the language of Millennials Not just millennials, memes speak for even for Gen Z Its strength depends on its relevance Memes are even tagged as the introverts' way of cracking jokes The trick is to grab the attention of the masses A spot-on meme can spread like wildfire with million impressions within days or even hours An image can speak a thousand words is particularly true when it comes to memes Memes make up a large proportion of the younger generation, with 55% of people aged 13-35 sending memes every week Meme mentions increased over time, from 19.8 million mentions in August 2019, to 24.9 million in July 2020 (up about 26 percent), with a peak of 28 million visits within April 2020 According to YPulse’s survey, teens are even more likely to follow meme accounts, with 43% of 13-17-year-olds saying they do, and a massive 56% of 18-20-year-olds reporting the same To young consumers, memes are a massive entertainment form Endless conversations ranging from politics to cryptocurrency are consumed in the digital world in the form of memes People who not find the meme relevant or interesting try to research the topic to be onboarded A supporter or a critic is equally interested in a meme There exists a meme community that either creates or curates the memes These communities have the potential to make the meme go viral Viral Marketing involve using such such tools and planning campaigns accordingly Although it is impossible to predict how the next meme trend will look like, Meme Marketing is believed to be ubiquitous on social media in the years to come, even entering the live stream For that reason, marketers must identify the potential of Viral Marketing in general and Meme Marketing in specific Understanding factors influencing Gen Z consumers’ attitudes and behaviors towards companies’ Meme Marketing will be the first stage of creating a good Meme Marketing strategy That leads me to choosing the topic “Factors affecting Gen Z consumers’ attitude towards Meme Marketing in the inner-city Ha Noi” 1.2 Research questions and objectives 1.2.1 Research objectives  General objective: The main purpose of this research is to identify and examine what are the factors will affect Gen Z consumers’ attitudes towards Meme Marketing in the inner-city Ha Noi The findings from this study were intened to provide initial insights the attitudes of Generation Z towards Meme Marketing in Vietnam, an analytical case from the inner-city Ha Noi From that, author can depict relevant implications for marketers and local businesses  Specific objectives: Objective 1: Propose a conceptual model of factors affecting Gen Z consumers’ attitude towards Meme Marketing Objective 2: Identify the relationship of factors mentioned in the proposed model of factors affecting Gen Z consumers’ attitude towards Meme Marketing Objective 3: Make possible recommendations for marketers and businesses in the context of research 1.2.2 Research questions Based on the objectives listed above, the research questions that going to be answered in the end of the study are as below: Question 1: What are the factors affecting Gen Z consumers’ attitude towards Meme Marketing? Question 2: How those factors affect consumers’ attitudes towards Meme Marketing? Question 3: What are the possible implications for marketers and businesses in the context of research? 1.3 Research method 1.3.1 Research subjects This study focuses on the research subject which is factors affecting Gen Z consumers’ attitude towards Meme Marketing 1.3.2 Research respondents As mentioned before, this study focuses on Gen Z’s attitude so the research will collect responses from Gen Z respondents currently studying and living in the innercity Ha Noi Generation Z can be defined as people born in the period from 1996 to 2012 Meme Marketing is also a type of Viral Marketing and viral on the Internet, especially on social media Besides, Gen Z consumers are mostly professional digital users and heavy-used social media platforms For that reason using social media and other digital platforms 1.3.3 Research scope  Location: The research was conducted in the inner-city of Ha Noi In specific, author will collect data from target respondents in 12 urban districts of Ha Noi, namely Ba Dinh, Hoan Kiem, Hai Ba Trung, Hoang Mai, Dong Da, Thanh Xuan, Cau Giay, Ha Dong, Nam Tu Liem, Bac Tu Liem, Tay Ho, and Long Bien  Duration: Research data was collected within one month, from July, 2022 to 30 July, 2022 1.3.4 Analysis tools  Data collection tool: Survey questionnaire (collected online via various social media platforms, forums, groups, etc) Where:       ATT is Gen Z consumers attitude INF is Perceived Informativeness ENT is Perceived Entertainment CRE is Perceived Credibility PBC is Perceived Behavioral Control IRR is Perceived Irritation As illustrated in the equation, factors Perceived Informativeness, Perceived Entertainment, Perceived Credibility and Perceived Behavioral Control have a positive impact on Gen Z consumers' attitude towards Meme Marketing In contrast, Perceived Irritation has a negative effect on Gen Z attitudes 63 CHAPTER 5: DISCUSSIONS OF THE RESEARCH FINDINGS AND RECOMMENDATIONS 5.5 Discussions of major findings Hypothesis Hypothesis Hypothesis Hypothesis Hypothesis Hypothesis Hypothesis p-value