As the rapid development of technology encompasses throughout the years, people have discovered new ways to communicate and voice out their opinions. In this study, internet meme is explored as a tool for people to communicate on social media platforms. Picking up the case of Shopee’s controversial case regarding their Blackpink advertisement, this study focuses on the internet meme of Blackpink’s advertisement of Shopee and its influence to Shopee’s image with a case study on Shopee users. The aim of this study is to find the correlation of Blackpink’s advertisement memes towards Shopee’s image, as well as its influence and how strong is the influence. For this research, media ecology theory is used as its main theory, and the tool to conduct this research is through quantitative methodology. 100 questionnaires were distributed to retrieve primary data. The research findings indicate that there is, in fact, a correlation and an influence between the internet meme of Blackpink’s advertisement and Shopee’s image. Moreover, the most influential dimension towards Shopee’s image is diffusion through competition and selection, meaning that the selective dissemination of Blackpink’s advertisement meme has shown much effect to Shopee’s image.

Keywords: Internet meme, Blackpink, Shopee, Advertisement, Image, Media Ecology Theory