Title Details

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Due to the popularity of memes to the public, especially in social Networking Sites (SNS), Internet memes have become useful for advertising companies by integrating Internet memes to online advertisements to promote products during the current global state. Primarily, this employed a psychological approach to gather relevant information on Internet users' perception towards IM based advertisements drawn upon their personal experiences. Consequently, rich data were gathered through purposive sampling of twenty (20) Filipino internet users who are active on SNS, and the collated data were subsequently given Interpretation by utilizing Braun and Clarke's six-phase guide on thematic analysis. As a result, it is also found that Filipino Internet users perceive IM based advertisements in terms of being timely; popular; amusing; attention-grabbing; current; relatable; humorous and engaging; distinct to advertising; individual experience; and meme's appropriateness to advertisement's message. Results also showed aspects of perceptions used by participants to interpret images/memes they typically see online, or their orientation towards online objects; that also varies in terms of several methods to evaluate memes or images integrated in IM based advertisements. Further, participants found to be more engaged in some brands than others even they also typically promote their products/ services using meme-based ads; and that IM based advertisement has been useful in amplifying the popularity of different brand names nonetheless. In general, it is evident that some IM based advertisements leave lasting impressions on viewers, although researchers provide insight on how to improve IM based advertisements that contain weak context and quality.

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