AStudy on the Awareness Level and Appeal of Meme Marketing among Gen-Z Digital Consumers

Abstract

Meme marketing has rapidly
emerged as a powerful digital marketing
strategy,
particularly
resonating
with
Generation Z consumers who value humor,
cultural relevance, and authenticity. This
study assesses the awareness of meme
marketing among Indian Gen Z social media
users aged 13–28 and examines the key
factors influencing its appeal. Data collected
from 254 respondents via a structured online
questionnaire
were
analyzed
using
percentage analysis and descriptive statistics.
The findings reveal that humor and cultural
relatability significantly drive Gen Z
engagement with meme marketing, while
forced or irrelevant content diminishes
appeal. The study provides practical insights
for marketers seeking to optimize meme
based campaigns to foster stronger
emotional connections and loyalty within
this demographic