{"id":420,"date":"2022-03-02T19:05:11","date_gmt":"2022-03-02T19:05:11","guid":{"rendered":"http:\/\/percursoseideias.iscet.pt\/?page_id=420"},"modified":"2022-10-20T12:43:24","modified_gmt":"2022-10-20T12:43:24","slug":"pi_2021_n11_0003-2","status":"publish","type":"page","link":"https:\/\/percursoseideias.iscet.pt\/index.php\/pi_2021_n11_0003-2\/","title":{"rendered":"Volume 11 – 2021 (0003)"},"content":{"rendered":"\n
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\"\"<\/a> \"\"<\/a> Contents<\/a> \"\"<\/a> \"\"<\/a>
Archive<\/a>
Current issue<\/a><\/p>\n<\/div>\n\n\n\n

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Marketing Trends: Using Memes to Target Generation Z<\/strong><\/p>\n\n\n\n

Rafaela Sirimarco Bara \"\"<\/a> 1<\/sup> and Jos\u00e9 Magano \"\"<\/a> \"\"<\/a> 1<\/sup><\/p>\n\n\n\n

1<\/sup> ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal<\/p>\n\n\n\n

To cite this text:<\/p>\n\n\n\n

Bara, R. S. & Magano, J. (2021), Marketing Trends: Using Memes to Target Generation Z, Percursos & Ideias<\/em>, Vol. 11, pp. 23-28.<\/p>\n\n\n\n

doi: 10.56123\/percursos.2021.n11.23<\/p>\n\n\n\n

View full text PDF<\/a> \"\"<\/a> <\/p>\n\n\n\n

Abstract<\/strong><\/p>\n\n\n\n

Although Generation Z has been around for a short period comparing to previous generations, it has been one of the most influential and world-changing so far, shaping the way communication is made and how marketing itself is portrayed. This highly digital generation is online almost all the time, and social media is the new way of embracing and reaching this demanding and influential audience. Brands search for new ways to captivate these consumers and interact more naturally. The use of memes in marketing strategies has proven to be effective and surprisingly successful when it comes to winning over this selective generation.<\/p>\n\n\n\n

Keywords<\/strong><\/p>\n\n\n\n

Generation Z, Memes, Social media.<\/p>\n\n\n\n

References<\/strong><\/p>\n\n\n\n

BESKOW, D. M.; KUMAR, S.; CARLEY, K. M. (2020), \u201cThe evolution of political memes: Detecting and characterizing internet memes with multi-modal deep learning\u201d, in Information Processing and Management<\/em>, 57(2). Available at: https:\/\/doi.org\/10.1016\/j.ipm.2019.102170<\/a>.<\/p>\n\n\n\n

BRILL, P. (2019), \u201cA closer look at Generation Z\u201d, in<\/em> Gifts & Decorative Accessories,<\/em> vol. 120, Issue 1, pp. 43-51.<\/p>\n\n\n\n

CHEUNG, Q. (2017), Generation Z: Consumer Behavior in Sustainable Fashion<\/em>, PhD Thesis. Hogeschool van Amsterdam.<\/p>\n\n\n\n

DIMOCK, M. (2019), \u201cDefining generations: Where millennials end and generation Z begins\u201d, in<\/em> <\/em>Pew Research Center<\/em>, pp. 1-7.<\/p>\n\n\n\n

ENTHOVEN, J. (2019), “How to Use Memes: A Guide for Marketers”, Social Media Examiner<\/em>. Available at: https:\/\/www.socialmediaexaminer.com\/how-to-use-memes-guide-for-marketers<\/a><\/p>\n\n\n\n

GELB, B. D. (1997), \u201cCreating \u2018memes\u2019 while creating advertising\u201d, in<\/em> <\/em>Journal of Advertising Research<\/em>, 37(6), pp. 57-59.<\/p>\n\n\n\n

HANDAYANI, R. C.; PURWANDARI, B.; SOLICHAH, I.; PRIMA, P. (2018), \u201cThe impact of instagram \u2018Call-to-action\u2019 buttons on customers\u2019 impulse buying\u201d, in ACM International Conference Proceeding Series<\/em>, pp. 50-56. Available at: https:\/\/doi.org\/10.1145\/3278252.3278276<\/a><\/p>\n\n\n\n

IGIELNIK, K. P. and R. (2020), “On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far”, Pew Research Center<\/em>. Available at: https:\/\/www.pewsocialtrends.org\/essay\/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far<\/a><\/p>\n\n\n\n

INTELLIGENCE, W. T. (2019), “New trend report: Into Z Future”, Wunderman Thompson Intelligence<\/em>. Available at: https:\/\/intelligence.wundermanthompson.com\/2019\/06\/new-trend-report-into-z-future<\/a><\/p>\n\n\n\n

JENKINS, H.; PURUSHOTMA, R.; WEIGEL, M.; CLINTON, K. (2009), Confronting the Challenges of Participatory Culture Media Education for the 21st Century<\/em>, The MIT Press, Boston, USA.<\/p>\n\n\n\n

MCKINSEY (2011), “Clay Shirky on managing net generation workers”, McKinsey Quarterly – Organization – Talent<\/em>. Available at: https:\/\/www.mckinsey.com\/business-functions\/organization\/our-insights\/clay-shirky-on-managing-net-generation-workers<\/a><\/p>\n\n\n\n

ROACHE, K. (2019), \u201cBrands are bypassing influencers and targeting teens with memes\u201d, in<\/em> Bloomberg.com<\/em>. Available at: https:\/\/www.bloomberg.com\/news\/articles\/2019-11-27\/brands-are-bypassing-influencers-and-targeting-teens-with-memes<\/a><\/p>\n\n\n\n

ROCHA, E. (2017), \u201cY U no let me share memes?! – How meme culture needs a definitive test for noncommercial speech\u201d, in<\/em> <\/em>Journal of Art, Technology & Intellectual Property Law<\/em>, 28(1), pp. 37-55.<\/p>\n\n\n\n

ROTHMAN, D. (2016), A Tsunami of Learners Called Generation Z<\/em>. Available at: http:\/\/www.mdle.net\/JoumaFA_Tsunami_of_Learners_Called_Generation_Z.pdf<\/a><\/p>\n\n\n\n

SCIALABBA, E. E. (2020), \u201cA copy of a copy of a copy: internet memesis and the copyrightability of memes\u201d, in<\/em> <\/em>Duke Law & Technology Review<\/em>, 18, pp. 348-368.<\/p>\n\n\n\n

SEEMILLER, C.; GRACE, M. (2018), Generation Z: A century in the making<\/em>. Routledge, New York, NY.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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