Effectiveness of meme marketing

Abstract

Usage of innovative techniques like Memes in Marketing communication may not affect the purchase intention directly, but it helps improve brand recall and brand perception. Managers can use the findings of this data to increase the engagement on the social media. Also, if the brand is facing issues with its image, managers can use tools like Memes to rejuvenate the brand image. When products in the market are undifferentiated, small strategies like using the Meme can act as a game changer when consumer makes a purchase decision.