Research of Consumers’ Attitude toward Using Memes in Advertising

Student: Kozyreva Darya

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Final Grade: 9

Year of Graduation: 2019

In the framework of the study, a survey was conducted, through which consumer segments were compiled, each of which was characterized from a socio-demographic point of view, described the nature of interaction with memes and the attitude to the use of memes in promotional videos. Recommendations on the construction of communication with each segment are given.

Full text (added May 21, 2019)

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