Resumen

ARAUJO, Eliane Pawlowski de Oliveira et al. The meme as an institutional marketing strategy in digital social medias. Media & Jornalismo [online]. 2020, vol.20, n.36, pp.73-91. ISSN 1645-5681.

The meme, a cultural phenomenon in the 21st century, is characterized as a form of collective communication, parodic and based on an excessive recreating that spreads virally. This form of expression, by its reach, was appropriated by organizations as an innovative way to spread messages, sell products, services, or ideas. Considering the importance of being in a highlighted position, these characteristics are a relevant factor for organizations because, in a scenario of information overload, being remembered / accessed by as many people as possible becomes strategic. However, despite the possibility of its use in the organizational environment, there is a need for the meme to have an institutional image, which requires compliance with certain requirements to reinforce the institution’s brand without hurting ethical aspects. In this sense, the present article sought to highlight an institutional marketing activity developed by a research group that used the meme as a dissemination strategy due to its symbolic potential. The result obtained in the campaign translated into an exponential increase in the number of followers of the page in the digital social media used, standing out from the other posts of the group.

Palabras clave : meme; institutional marketing; information; imaginary; communication.

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