Work

The impacts of meme marketing on purchase intention on food delivery applications of generation Z in Ho Chi Minh City

Year: 2025

Type: article

Abstract: Through the survey of 302 youngers between 16 and 30 ages in Ho Chi Minh City from March to June, 2023, the article shows that there are major points that are worth noticing to food delivery applications (FDAs): (1) Female customers tend to connect more emotionally with advertising or brands than men; (2) Ads containing quick and simple content make it easier for audiences to absorb information; (3) People who are active on social media tend to prefer meme ads and engage with brands more; (4) Informativeness surprisingly dominates the impact besides entertainment factors as expected.

Source: Journal of Finance & Accounting Research

DOI: 10.71374/jfar.v25.i2.13

Authors: Hung Cuong Pham, Giang Nam Le, Nhat Quyen Le

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4409564488

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