0000000000608178
AUTHOR
Anil Bilgihan
Meme marketing: How marketers can drive better engagement using viral memes?
Scholars and industry stakeholders have exhibited an interest in identifying the underlying dimensions of viral memes. However, the recipe for creating a viral meme remains obscure. This study makes a phenomenological contribution by examining viral memes, exploring the antecedents (i.e., content-related factors, customer-related factors, and media-related factors), consequences, and moderating factors using a mixed-method approach. The study presents a holistic framework for creating viral memes based on the perceptions of customers and industry stakeholders. Four quantitative studies (i.e., a lab experiment, an online quasi-experiment, an event study, and a brand recall study) validate th…
What drives diners' eco-friendly behaviour? The moderating role of planning routine
Research focusing on diners' intentions towards leftovers, which are considered one of the main sources of consumer food waste in restaurants, is still at a nascent stage and requires further investigation. The present study attempts to address this gap by investigating the antecedents of diners' intentions to take away leftovers and thereby mitigate food waste in an out-of-home setting. Towards this end, we examined the role of personal and social norms as antecedents of the facilitators, inhibitors, and intentions of taking away leftovers. Using the theoretical lens of the Stimulus-Organism-Response (SOR) paradigm, we tested the proposed hypotheses by analysing data collected from 281 din…