MENGGUNAKAN “MEME” DALAM WORD OF MOUTH (WOM) UNTUK MENINGKATKAN BRAND AWARENESS

Miyume Renata

Abstract


   Technologies are increasingly sophisticated, making a lot of people use the internet to communicate. Now, word of mouth communication does not have to meet face to face but can be done through viral marketing or via the internet. Viral marketingcan attract consumersthrough the Internetsuch aspicturesandvideos.Today, viral marketing is popular with meme. Meme is a unique idea in the form of pictures, videos, hashtags, and so on. With the popularity of memes, word of mouth communication may vary and further increase consumer brand awareness. 

Keywords


meme; word of mouth; brand awareness

References


Aaker, David. A. 2000. Measuring brand equity across products and markets. California Management Review 38: 102-20.

Babin, J. Barry. et al. 2005. Modeling Consumer Satisfaction and Word of Mouth: Restaurant Patronage in Korea. The Journal of Services Marketing 9(3): 133-139.

Bickart, B. and Schindler, R.M. 2001.Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing 15(3): 31-40.

Brown, et al. 2005. Spreading The Words: Investigating Antecedents of Customer’s Positive Word of Mouth Intention And Behavior in Retailing Context. Marketing Science Journals 33(2): 123-138.

Burman, J. T. 2012. The misunderstanding of memes: Biography of an unscientific object, 1976–1999. Prespective of science20(1): 75-104.

Conner, Cheryl. 2013. Three Tips For Marketing Better With Memes. Retrieved from http://www.forbes.com/sites/cherylsnappconner/2013/07/02/three-tips-for-marketing-better-with-memes/

Dawkins, Richard. 1989. The Selfish Gene. Oxford University Press, England

Durianto, Darmadi, Sugiarto, dan Budiman, Lie Joko. 2004. Brand Equity Ten, Strategi Memimpin Pasar. Jakarta : PT. Gramedia Pustaka Utama

Fill, C. 2002. Marketing Communications: Contexts, Strategies and Applications. Pearson Education, Spain.

Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. 2004.Electronic Word-of-Mouth via Consumer-Opinion Platforms:What Motivates Consumers to Articulate Themselves on the Internet?Journal of Interactive Marketing 18(1): 38-52.

Huang, J. and Chen, Y. 2006. Herding in Online Product Choice.Psychology and Marketing 23(5): 413-428.

Jenkins-Smith. 1993. Policy Change and Learning: An Advocacy Coalition Approach. Westview Press, Boulder Co.

Keller, Kevin Lane. 2005. Strategic Brand Management: building, measuring, and managing brand equity. Prentice Hall, New Jersey.

Kempe, David, Kleinberg, Jon, and Tardos, Éva. 2003. Maximizing the spread of influence through a social network. Int. Conf. on Knowledge Discovery and Data Mining, ACM Press.

Lupiyoadi, Rambat. 2006. Manajemen Pemasaran Jasa Teori dan Praktek. Jakarta : Salemba Empat.

Marshall, Garry. 2000. The Internet and Memetics. School of Computing Science, Middlesex University.

Peter, J. Paul dan Olson, Jerry C. 2000.Consumer behavior: Perilaku Konsumen Dan Strategi Pemasaran. Jakarta : Erlangga

Peterson, R. & Merino, M. 2003. Consumer Information Search Behavior On the Internet. Psychology & Marketing 20(2): 99-121.

Puspitasari, Intan. 2009. Faktor-Faktor yang Mempengaruhi Efektivitas Iklan dalam Menumbuhkan Brand Awareness. Journal of Advertising 153: 34-35.

Rangkuti, F. 2004. The Power of Brand. Jakarta : PT Gramedia Pustaka Utama

Rosen, Emanuel, Zoelkifli. 2004. Kiat Pemasaran dari Mulut ke Mulut. Jakarta : PT Elex Media Komputindo

Sernovizt, Andy. 2009. Word Of Mouth Marketing: How Smarts Companies People Talking. Chicago : Kaplan Publishing

Shukla, A.and A, Shukla. 2014. A Conceptual Study on Diffusion Process of Viral Idea. Bimonthly International Journal 13(02): 186-192.

Telofski, Richard. 2012. Living on A Meme: How Anti-Corporate Activists Bend the Truth, and You, To Get What They Want. The Kahuna Content Company Inc, Bloomington.

Wu, Yufan. and Ardley, Barry. 2007. Brand Strategy and Brand Evolution: Welcome to The Word of The Meme. The Marketing Review 7(3): 301-310.




DOI: https://doi.org/10.21107/kompetensi.v8i2.658

Refbacks

  • There are currently no refbacks.


Copyright (c) 2015 Miyume Renata

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.