迷因應用於行銷和政治領域的策略與效果研究

The Strategy and Effect of Memes Apply to The Marketing And Political Field

迷因（Meme）在網路世界中盛行，搞笑幽默的圖文流竄於各大社群媒體、討論區或是私人訊息當中。在台灣，許多企業品牌與政府單位紛紛運用迷因來進行媒體操作，增強宣傳的效果。近年來也有學者針對網路迷因做為研究主題，但多數研究著重在其定義與現象上。因此，本研究目的為探討迷因應用於行銷領域與政治領域的傳播效果，並遵循消費者行為AIDA理論模型作為主要研究架構。本研究方法為量化分析法進行交叉分析，有效問卷回收共859份。另外研究輔以深度訪談法，訪談對象為業界專家與學者，對量化數據有進一步解析。研究發現，儘管迷因在受眾的認知程度上有很好的影響力，但在行為層面仍有其限制。因此行銷人員不可單只使用迷因做為行銷工具，必須搭配其他策略方得成效。最後根據研究結果和發現提出相關具體建議，提供業界與政府單位作為迷因行銷上的操作參考依據。

Memes dominate the internet world. The characteristic of humor and fun makes it emerge in social media, discussion forums, and short message services. Many brands and government departments in Taiwan take advantage of memes to promote their campaign. This study adopts the AIDA consumer decision model and aims to examine the effects of the memes on the marketing and political field. This study method used quantitative analysis and cross-analysis. 859 valid responses were collected. Moreover, this study also conducted in-depth interviews with experts and scholar to have a further discussion. According to the findings, memes significantly impact audience awareness but have a limited effect on the action stage. As a result, marketers must combine memes with other strategies to make the campaign work. Based on the results and findings, this study proposed some suggestions for industry and governments as a meme marketing reference.