Analyzing the Impact of Meme Marketing on Consumer Engagement in the Digital Era

Author(s)	Aditya Kumar Pandey
Country	India
Abstract	This research explores meme marketing, a new type of social media marketing that has gained popularity due to its capacity to engage and amuse consumers. Businesses and marketers are seeing the benefits of using memes to engage with consumers. The research attempts to investigate the influence of meme marketing activities on consumers and their effectiveness in capturing consumer attention. This research tries to understand humorous, creativity, brand recall and recognition which among these variables is more effective in meme marketing to capture the consumer attention. In this research a descriptive method is used for analyzing data. The findings reveal valuable insights into the role of memes in shaping consumer engagement and by leveraging memes, marketers can tap into the potential of digital culture and enhance consumer engagement in the digital era.
Keywords	Meme marketing, Consumer engagement, Digital era
Field	Business Administration
Published In	Volume 6, Issue 2, March-April 2024
Published On	2024-04-30
Cite This	Analyzing the Impact of Meme Marketing on Consumer Engagement in the Digital Era - Aditya Kumar Pandey - IJFMR Volume 6, Issue 2, March-April 2024. DOI 10.36948/ijfmr.2024.v06i02.18961
DOI	https://doi.org/10.36948/ijfmr.2024.v06i02.18961
Short DOI	https://doi.org/gtsnsk

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International Journal For Multidisciplinary Research