Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement Subject The topic of the resource consumer engagement; marketing; memes; purchase intention; social media Description An account of the resource 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 &lt; 0.05) on consumer purchase intentions. It further shows that meme marketing has a direct and significant positive impact (? = 0.745, p &lt; 0.05) on consumer engagement. It shows that consumer engagement has a direct and significant positive effect (? = 0.651, p &lt; 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. Creator An entity primarily responsible for making the resource Rathi N.; Jain P. Source A related resource from which the described resource is derived Innovative Marketing, Vol-20, No. 1 Publisher An entity responsible for making the resource available LLC CPC Business Perspectives Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.21511/im.20(1).2024.01" target="_blank" rel="noreferrer noopener">https://doi.org/10.21511/im.20(1).2024.01</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85181529755&amp;doi=10.21511%2Fim.20%281%29.2024.01&amp;partnerID=40&amp;md5=243ecffa4fc313281cc526c10e6a0c65" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85181529755&amp;doi=10.21511%2fim.20%281%29.2024.01&amp;partnerID=40&amp;md5=243ecffa4fc313281cc526c10e6a0c65</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access Relation A related resource ISSN: 18142427 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Rathi N., Department of Commerce, Christ (Deemed to be University, India; Jain P., Department of Commerce, Christ (Deemed to be University, India