Generational Differences in Consumer Engagement with Meme-Based Marketing

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Generational Differences in Consumer Engagement with Meme-Based Marketing

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Create Date 11 June 2025
Last Updated 11 June 2025

Generational Differences in Consumer Engagement with Meme-Based Marketing

Authors:

Ali Zaidi

Abstract: In India's rapidly evolving digital landscape, meme marketing has become a culturally relevant and impactful strategy for engaging online consumers. This study explores its effectiveness across Generation Z, Millennials, and Generation X, focusing on brand recall, interest, followership, and purchase intent. Using a quantitative cross-sectional design with 163 respondents, the analysis reveals that memes significantly boost engagement—especially among Gen Z and Millennials. Results align with Generational Cohort and Uses and Gratification theories, showing how motivations like entertainment and relevance shape meme interactions. The study offers empirical evidence supporting memes as cost-effective, viral tools for brand communication in a saturated digital space.

Keywords: meme marketing, generational cohorts, digital engagement, consumer behavior, social media marketing, brand recall, Generational Cohort Theory.

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