Memes On Digital Banking and Brand Reputation

DOI

10.2991/978-2-38476-202-6_9How to use a DOI?

Keywords

— Meme; Social Contagion; Word of Mouth

Abstract

Memes are tools of internet communication through images or videos that contain an idea or perception with the characteristic of being able to spread, replicate, and remix for purposes of satire, parody, criticism, or conveying other arguments. The viral phenomena of ABC priority customer memes on social media is a form of communication by customers to convey their arguments about the appearance of a ABC Bank priority customer who has a low profile. This Meme implicitly wants to show that regardless of the customer’s appearance, Bank ABC will provide the best service and ultimately improve the reputation and trust of all customer classes. In relation to the viral ABC priority customer meme, it indirectly becomes a new promotional option for Bank ABC in the midst of intense banking competition. This research aims to discuss the impact of contagion, retention, and the spread of perceptions about ABC’s priority customers created by this Meme. Also, how it affects the reputation of ABC Bank in handling their priority customer services. This research uses quantitative methods with primary data sources from the results of filling out questionnaires to 100 respondents who have seen ABC priority customer memes. The analysis technique in this study uses Partial Least Squares-Structural Equation Modeling Analysis Techniques (SEM-PLS) which is processed using SmartPLS software version 3. The results showed two variables, Contagion and Retention in ABC priority customer memes, had a positive effect on ABC Bank’s reputation. Meanwhile, the Spread variable has no effect. Thus, Bank ABC should consider using Memes as a means of promotion on social media. Because based on research Memes are effective for transmitting perceptions and can be stored in memory so as to encourage an increase in a company’s Brand Reputation.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fakhri Ariansyah Putra
AU  - Ratna Juwita
AU  - Tetty Rimenda
AU  - Heri Abrianto
PY  - 2024
DA  - 2024/02/15
TI  - Memes On Digital Banking and Brand Reputation
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
PB  - Atlantis Press
SP  - 62
EP  - 68
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-202-6_9
DO  - 10.2991/978-2-38476-202-6_9
ID  - Putra2024
ER  -