Impact Of Meme Marketing On Brand Engagementin Pakistan

Abstract

In the last few years, meme marketing has become one of its most powerful and creative methods of internet marketing, especially for brands that want to reach young, active people on social networks. The swift expansion of networks like Instagram, Facebook, TikTok, and Twitter in Pakistan has made the online world a lively place where memes, current trends, and humorous imagery are all important parts of discussions. In this ever-changing online environment, enterprises are using memes more and more to get people's attention, get them to interact with their content, and leave an indelible mark of their business. Even though this method is prevalent all over the world, there isn't much academic investigation on meme marketing and how well it works, especially in low-income nations like Pakistan. This study seeks to examine the effects of meme marketing on company loyalty for Pakistani youngsters, emphasizing the impact of entertaining, accessible, and easily shared material on how customers interact with firms. The study investigates essential aspects of commitment to a brand, encompassing recognition of the brand, electronic communication, sentimental affinity, and loyal customers. A quantitative approach to research was utilized, employing systematic surveys administered to a pool of 300 respondents aged 18 to 35, reflecting the main target population that predominantly engages with and disseminates memes on social platforms. The results show an important beneficial association between using meme-based marketing literature and different measures of engagement with the brand. People who answered said they were more interested, remembered, and inclined to connect with brands that use lighthearted and other socially pertinent aspects in their social media interactions. Findings also show that meme marketing makes brands more relatable and gives customer an impression of connection, which could lead to long-term loyalty. Companies can make deeper connections with consumers and stand out more in overcrowded online communities by combining humorous elements with their brand messages.This study adds to the increasing amount of knowledge on online advertising by offering empirical proof from Pakistan. It gives business owners, media outlets, and multimedia producers useful tips on how to improve business results using inventive, culturally suitable, and meme-based approaches.