Author(s): Donia Hisham, Ahmed AlSayed and Youssef Saad
Purpose as we see that Memes has a great effect in social media campaign and be a main part of success of this campaign, its an a creative way to grab new customers and make customers more loyal and committed to see that memes, Netflix make that campaign and it encourage customers to subscribe it. We can use memes to gain more engagement on social media platforms. It also can help in subscription intention and building brand as it goes viral and spreads quickly. The aim of doing this research is to gather accurate information about the effect of social on consumer interaction towards using memes in advertising in social media platforms. Design/methodology/approach. Through an online survey among Netflix users and structural equation modeling, the model connecting the measurement constructs is analyzed Findings. This study shows that Netflix uses humorous content and memes to connect with their customers on social media, as it could be seen from the examples provided, Netflix integrate the use of popular internet memes featuring their shows characters to make funny and attention grabbing content that encourages people to engage with their posts through likes, comments, and even tagging their friends whom they watch the show with. Surfing through Netflixa Instagram has a different feel, you feel entertained and you want to keep scrolling to see more of their content because its fun to look at, it feels less formal and more humorous, keeping up with the latest trends on the internet and staying fresh. Originality/value. The theoretical contributions reveal users behavioral patterns in the peer-to-peer. This study can make other companies change their thinking about campaigns on social media.