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 Book Chapter Book Chapter Faculty Publications- Book Chapter 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 Beyond Humour: How Memes Shape Brand Associations and Drive Purchase Choices Subject The topic of the resource Consumer purchase; Meme branding; Meme marketing Description An account of the resource Memes are the perfect marketing tools a brand can use while promoting their products or services. In this ever-changing consumer preferences memes are the convenient marketing tools that a consumer pays attention, the usage of memes has become a completely modern approach for brands to seek the attention of consumers. The study examines the impact of internet meme that spreads through social media which catches the consumer attention and improves the intention of purchasing products and also learn about the brands. A structured questionnaire and convenience sampling technique are designed to collect data from frequent internet users who are active in social media from Gen-z and have at least a little knowledge on meme marketing, and responses yielded were 353. This paper gives a general study of meme marketing and if the consumer brand relatability and purchase decisions are affected by meme marketing. The findings state that there is a relationship between branding memes and consumer brand relatability and using the memes in social handles affect the consumer behaviour however there is a discomfort among consumers when brands solely use memes for marketing purposes. Also the study found that there is no significance between Gender and meme motivation into buying products. Thus the study contributes to understand the consumer behaviour, purchase intention and likeliness towards the brands. In addition, the authors contribute to the finding the significance of meme in daily life of a consumer and what type of memes would pursue consumers more towards the brand. The Author(s), under exclusive license to Springer Nature Switzerland AG 2024. Creator An entity primarily responsible for making the resource Surya P.M.; Chellasamy A.; Nagarathinam A.; Pachiyappan S.; Deepika S.R. Source A related resource from which the described resource is derived Studies in Systems, Decision and Control, Vol-223, pp. 341-352. Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH 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/10.1007/978-3-031-51997-0_29" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-3-031-51997-0_29</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189500719&amp;doi=10.1007%2F978-3-031-51997-0_29&amp;partnerID=40&amp;md5=210391c4e243ecad1c04aa42a21c410d" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189500719&amp;doi=10.1007%2f978-3-031-51997-0_29&amp;partnerID=40&amp;md5=210391c4e243ecad1c04aa42a21c410d</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 21984182 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 Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Surya P.M., School of Business and Management, CHRIST (Deemed to be University), Bengaluru, India; Chellasamy A., School of Business and Management, CHRIST (Deemed to be University), Bengaluru, India; Nagarathinam A., School of Business and Management, CHRIST (Deemed to be University), Bengaluru, India; Pachiyappan S., School of Business and Management, CHRIST (Deemed to be University), Bengaluru, India; Deepika S.R., School of Business and Management, CHRIST (Deemed to be University), Bengaluru, India