Production of cultural discourses by social media influencers ecosystems through meme marketing: Recife ordinário and the strength of local contexts

Purpose: Social media influencers (SMI) ecosystem emerges as a fruitful topic to be investigated by marketing research. Among the contents capable of expanding the digital marketing strategies, memes and memetic language stand out for being culturally legitimized marketing content through interaction with their followers. Thus, the research explores the discursive productions from a SMI ecosystem through meme marketing. Methodology: The research focuses on 6,624 publications from @recifeordinario – between 2019 and 2021 –, an SMI ecosystem with continuous market growth through viral content with humorous content and cultural exaltation. Considering its purpose, the Foucauldian archeology was operated. Results: Two discursive formations were identified that represent the marketing agencies assumed by an SMI ecosystem when (re)producing meme content. On the one hand, joke press reveals the possibility of memes functioning as a source of information and teaching. On the other hand, funny marketplace indicates that memes can be used as strategies by marketing managers. Originality: The memetic content (re)produced by the SMI ecosystem broadens the discussion of marketing agencies assumed in social networks. Additionally, indicates how recent digital marketing communication strategies can represent traditional business managers and press vehicles roles. Contributions: The research indicates that SMI ecosystem operates a fundamental role in digital marketing ambiance since they are part of a heterogeneous assemblage where multiple discourses and agencies co-exist.