Memes as a Marketing Tool: Examining Brand Recall, Trust, and Purchase Intent Among Gen Z Social Media Users
Abdush Shaaf
This study examines the influence of meme marketing on brand engagement among Gen Z social media users. As brands increasingly adopt memes to connect with younger, digitally native audiences, this research investigates how such content shapes brand recall, emotional connection, and purchase intent. A structured questionnaire was administered to 215 Gen Z respondents through Google Forms, covering meme exposure, platform usage, trust in branded content, and behavioural responses. The study employed non-probability convenience sampling and analysed both quantitative and qualitative responses. Findings indicate that branded memes strengthen brand relatability and recall, particularly when humour and cultural relevance are present. A majority of respondents reported that meme content positively influenced their perception of brands, with a considerable proportion stating that memes influenced a purchase decision. The results suggest that meme marketing, when executed authentically, can meaningfully enhance engagement and loyalty among Gen Z consumers, offering practical insights for marketers seeking to build stronger relationships with this audience through culturally embedded content strategies.