本研究想探討社群媒體上，以迷因為行銷策略的廣告，是否會比非迷因廣告更能引起關注。以一致性理論為基礎，採用線上調查法，執行一個 2（一致性：一 致 vs. 不一致）X 3（廣告形式：幽默梗迷因、地獄梗迷因、非迷因圖片）的組間實驗，試圖討論迷因一致的情況下，是否會比起非迷因圖片一致的情況，出現較佳的廣告效果。研究發現，迷因廣告的廣告效果會大於非迷因廣告，且一致性內容會比不一致廣告更能形塑出正向廣告效果。此外，迷因使用行為會負向影響廣告效果。

 Memes have been employed as a marketing strategy to increase brand presence as well as customer communication. It has been known that memes help products go viral by leveraging entertaining and humorous content in the forms of pictures、sentences、 videos or even music. This study is based on consistency theory. A 2（consistency：with consistency & without）X 3（format: memes with humor、memes with hellish gags & without memes ）between- subject design was conducted to see if types of social media ads and consistency could effects the advertising effects. The results show that （1）in comparison to inconsistent content, memes advertisement with consistency leads to higher advertising effects（2）compare to posts without memes, posts with memes would generate higher advertising effects（3）meme consumption would negatively impact on adverting effects