Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement

Title

Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement

Creator

Rathi N.; Jain P.

Description

This paper analyzes an emerging form of social media marketing, meme marketing, which has gained attention for its ability to entertain and engage users. Marketers and companies are recognizing the value of using memes as a tool to connect with consumers. To understand the effects of meme marketing activities, this paper aims to examine the impact of meme marketing activities on consumer purchase intentions and concurrently assess the mediating role of consumer engagement. The study encompassed 452 Indian social media users with active social media accounts and familiarity with memes and meme marketing concepts. It employed a quantitative methodology backed by robust statistical techniques. The method used for analysis was Structural Equation Modeling (SEM) through Analysis of Moment Structures (AMOS) software. The results found that meme marketing activities have a direct and significant positive impact (? = 0.257, p < 0.05) on consumer purchase intentions. It further shows that meme marketing has a direct and significant positive impact (? = 0.745, p < 0.05) on consumer engagement. It shows that consumer engagement has a direct and significant positive effect (? = 0.651, p < 0.05) on consumer purchase intention. However, the indirect impact of meme marketing activities on consumer purchase intentions is also significant, resulting in partial mediation. The study findings hold value for marketing managers, agencies, and companies that interact and engage consumers with memes and undertake meme marketing activities. Navrang Rathi, Pooja Jain, 2023.

Source

Innovative Marketing, Vol-20, No. 1

Date

2024-01-01

Publisher

LLC CPC Business Perspectives

Subject

consumer engagement; marketing; memes; purchase intention; social media

Coverage

Rathi N., Department of Commerce, Christ (Deemed to be University, India; Jain P., Department of Commerce, Christ (Deemed to be University, India

Rights

All Open Access; Gold Open Access

Relation

ISSN: 18142427

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.21511/im.20(1).2024.01

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