Meme Marketing and Brand Communication on Instagram Reels

Show simple item record
dc.contributor.authorKšír, Otakar
dc.contributor.editorKresa, Zdeněk
dc.date.accessioned2026-01-22T08:56:03Z
dc.date.available2026-01-22T08:56:03Z
dc.date.issued2025
dc.description.abstract-translatedThis paper explores how brands employ memetic formats on Instagram Reels to communicate humor, emotion, and cultural meaning. Drawing on social semiotics and meme communication theories, the study analyzes 104 brand-generated Reels through a closed coding scheme covering rhetorical, semiotic, and affective dimensions. The findings reveal that brands appropriate meme culture not merely to entertain but to humanize corporate communication and simulate authenticity. Dominant rhetorical strategies include parody, irony, and hyperbole, while humor serves as an affective tool for soft persuasion. Emotional cues such as joy, nostalgia, and empathy foster engagement and identification. Although brands mimic participatory culture through remix aesthetics and trending audios, their interaction remains mostly one-way, reflecting a controlled form of digital participation. The study concludes that meme-based Reels function as multimodal performances of belonging and friendliness, where corporate identity blends into internet vernacular. These insights contribute to understanding the persuasive mechanisms and cultural implications of meme marketing in the evolving landscape of social media branding.en
dc.description.sponsorshipSVK1-2025-002 XB-CONen
dc.format14 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.24132/ZCU.XB-CON.2025.256-269
dc.identifier.isbn978-80-261-1341-6 (print)
dc.identifier.isbn978-80-261-1342-3 (online)
dc.identifier.urihttp://hdl.handle.net/11025/64508
dc.language.isoenen
dc.publisherUniversity of West Bohemia in Pilsenen
dc.rights© University of West Bohemia in Pilsenen
dc.rights.accessopenAccessen
dc.subjectmeme marketingcs
dc.subjectbranding na sociálních sítíchcs
dc.subjecthumorcs
dc.subjectsémiotikacs
dc.subjectInstagram Reelscs
dc.subject.translatedmeme marketingen
dc.subject.translatedsocial media brandingen
dc.subject.translatedhumoren
dc.subject.translatedsemioticsen
dc.subject.translatedInstagram Reelsen
dc.titleMeme Marketing and Brand Communication on Instagram Reelsen
dc.typekonferenční příspěvekcs
dc.typeconferenceObjecten
dc.type.statusPeer revieweden
dc.type.versionpublishedVersionen
local.files.count2*
local.files.size5230459*
local.has.filesyes*

Files

Original bundle
Showing 1 - 2 out of 2 results
No Thumbnail Available
Name:
978-80-261-1342-3-266-279.pdf
Size:
140.05 KB
Format:
Adobe Portable Document Format
Download
No Thumbnail Available
Name:
978-80-261-1342-3-uvod.pdf
Size:
4.85 MB
Format:
Adobe Portable Document Format
Download
License bundle
Showing 1 - 1 out of 1 results
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Opportunities and Threats to Current Business Management in Cross-border Comparison 2025