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Research Paper | Marketing | India | Volume 14 Issue 2, February 2025 | Popularity: 6.7 / 10
The Impact of Meme Culture on Brand Perception: Assessing How Meme Marketing Influences Engagement and Relatability
Pavleen Kour
Abstract: This study examines the impact of meme marketing on brand perception, consumer engagement, and purchase intentions. "A survey of 100 respondents reveals, findings reveal that culturally relevant and relatable memes foster stronger emotional connections between brands and consumers. The research highlights the role of humor, virality, and digital culture in shaping consumer attitudes and driving engagement. Additionally, it underscores the necessity for brands to balance authenticity with strategic communication to maintain credibility in digital spaces. The study provides actionable insights into the evolving landscape of digital marketing, emphasizing the importance of cultural resonance in enhancing brand-consumer relationships.
Keywords: Meme marketing, brand perception, consumer engagement, digital culture, strategic communication
Edition: Volume 14 Issue 2, February 2025
Pages: 1277 - 1281
DOI: https://www.doi.org/10.21275/MR25220221837
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