Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance

Abstract

Purpose

Like brands memes earn their own value (Csikszentmihályi, 1993), which we describe as meme value derived from brand equity theory (Aaker, 1996; Keller, 2003). This meme value is rather temporary that may quickly escalate and suddenly drop, therefore its circumstances of appearance and subsistence are to be further investigated. The purpose of this study is to uncover underlying factors of internet meme value. Internet meme value comprises of length of subsistence, number of contributions, number of variations, areas of applicability, ability to convey messages, quality of creativity.

Methodology/approach

We recorded 95 respondents’ narratives about 125 different memes, altogether 281 memes (2013 spring), and further 47 respondents’ narratives (2014 autumn). Recorded narratives reflect these dimensions.

Findings

Our exploratory research showed that internet memes would become successful – exist, spread and vary – if their central thought is clear and is applicable in a variety of contexts. Furthermore, meme value could be enriched by humorous content (Shifman & Thelwall, 2009) societal questions, emotionally involving situations, and potential for self-expression.

Originality/value

Based on our results we extend the internet meme value concept with a meteorite metaphor that explains the speed, scope, impact of internet memes. We use the notions of astronomy Meteoroid, Meteor (shooting star), Fireball, Meteorite, Comet and suggest a future classification of internet memes that could be: MEMEoroid, MEMEor, MEMEball, MEMEorite, CoMEMEt.

Citation

Horváth, D. and Mitev, A. (2016), "Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance", De Pelsmacker, P. (Ed.) Advertising in New Formats and Media, Emerald Group Publishing Limited, Leeds, pp. 243-262. https://doi.org/10.1108/978-1-78560-313-620151012