MAREACM_K31 Group 1 Research

Navigating Digital Trends and Memes: Strategic Insights for Marketing Managers on Consumer Behavior and Marketing Strategies

Authors:
Gabriel Cortez
Juan Miguel Punongbayan
Monique Angelika Santos
Jose Emmanuel Sulit

Abstract:
In today's digital era, the rapid proliferation of digital trends, memes, and controversies significantly influences consumer behavior and marketing strategies. This research proposal explores the intricate relationship between these digital phenomena and their impact on consumer behavior from a managerial perspective. The study aims to dissect how determinants such as emotional engagement, social identification, perceived humor, perceived credibility, and controversy sensitivity influence consumer behavior and brand perception. By examining the dual nature of digital trends—encompassing both positive aspects like memes and negative aspects like online controversies—the research seeks to provide strategic insights for marketing managers in navigating these complex dynamics.

The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from a diverse demographic. The quantitative component involves a structured survey targeting consumers across various age groups, aiming to quantify the effects of digital trends on their purchasing decisions and brand loyalty. In parallel, qualitative interviews with marketing professionals will provide deeper insights into how brands can effectively respond to and leverage these trends for competitive advantage.

The study hypothesizes that positive digital trends, such as memes, foster a sense of community and relatability, enhancing brand perception and encouraging consumer engagement. Conversely, negative trends, such as controversies, can either damage a brand's image or, if managed adeptly, be turned into opportunities for demonstrating corporate responsibility and resilience. By analyzing case studies of successful and unsuccessful brand responses to these trends, the research will delineate best practices for marketing managers.

This proposal also considers the ethical implications of engaging with digital trends, emphasizing the need for sensitivity and authenticity in brand communications. The anticipated outcomes of the research include a comprehensive framework for understanding the strategic role of digital trends in consumer behavior, providing actionable recommendations for marketing managers. Ultimately, the study aims to contribute to the broader field of marketing by highlighting the transformative power of digital phenomena in shaping modern consumer landscapes.

By understanding the nuanced effects of digital trends, memes, and controversies, marketing managers can craft more effective strategies that resonate with today's digitally-savvy consumers. The findings of this research will be pivotal in guiding brands to navigate the challenges and opportunities presented by the ever-evolving digital landscape, ensuring they remain relevant and competitive in the eyes of their target audience.

LINK TO THE PAPER: https://docs.google.com/document/d/1XOhUra...