Book Title: Shaping the Future: Innovation, Sustainability, and Inclusive Growth in a Globalized Economy
Editors: Editors: Dr. Shanu Singh, and Dr. Yashmita Awasthi
Student Editor: Krishna Singh Rawat
ISBN: 978-93-7183-006-5
Chapter: 13
DOI: https://doi.org/10.59646/725/13
Authors: Shivin Sharma, Shourya Jain, Sagarshrei Gurwara, Aditya Yadav, and Siddharth Gaur
Abstract
The fast increase in the digital platforms has changed the modern marketing communication drastically where brands have been able to interact with the consumers with culturally inclined content that is also interactive. Memes marketing has become one of the prominent emerging strategies because it has the capacity to integrate humour, relatability, and virality. In India, with the most active social media usage rates among younger generations, memes have become one of the most effective tools of communication that influence online communication and brand storytelling. Notwithstanding their popularity, there is a lack of empirical research on the question of whether meme-based marketing can be converted into a measurable consumer behavior (intention to buy) and a brand loyalty. This paper satisfies this gap by looking at how different variables associated with the memes such as relatability, emotional appeal, branding strategies, and virality influence consumer behaviour in the Indian environment.