Examining the Effect of Memes’ Dimension on the Reuse Intention of Angkas Users in Metro Manila: The Mediating Role of Positive Customer Attitude

Abstract

An effective marketing strategy plays a crucial role in bringing in customers and keeping them, as it directly affects the sales of the company. Brands engage in different strategies that align with their branding, with humor being one of the most prevalent marketing tools used to reach their audience. One key metric for evaluating the long-term effectiveness of such strategies is reuse intention, which is the likelihood of customers repeatedly using a product or service. In the Philippines, Angkas – a motorcycle ride-hailing company, is known for using humorous content, such as memes, to connect with their audience. This study aims to understand and gauge the effect of integrating memes or humorous content in strategizing marketing communications on digital platforms. This study used a quantitative method to gather data through an online survey, with a total of three hundred eighty-eight (388) respondents in Metro Manila, wherein Multiple-choice and a 6-point Likert scale were used. For the analysis of data, Descriptive-Correlational Analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM) were employed to investigate the hypothesis and define the relationship between the variables. The results revealed that memes are an effective marketing tool in shaping reuse intention, with positive customer attitude providing a significant mediating effect. Moreover, the customer-related dimension of memes demonstrated the strongest influence on both positive customer attitude and reuse intention, indicating that customers respond more positively to memes they can resonate with.