The Influence of Memes on Social Network Service Success: A Case Study of Instagram's ‘Dokdo Korea’

This study analyzed the role of memes in the spread of short-form content on social network services (SNS), focusing on the case of the Instagram channel 'Dokdo Korea'.The research findings showed that the 'Dokdo Korea' channel's follower growth was primarily driven by voluntary participation through the spread of meme content such as the 'Dokdo is Our Land Challenge'.In particular, the challenge utilizing memes contributed to expanding the content's influence by actively engaging in secondary creation and re-dissemination beyond mere content consumption.This study is significant in that it presents a new paradigm for influencer marketing in the changing media environment and contributes to broadening the understanding of the diffusion mechanism of short-form content.This research suggests effective strategies for spreading SNS short-form content and emphasizes the role of memes and fandom, thereby providing new directions for future social media marketing research.