UNDERSTANDING THE IMPACT OF MEME MARKETING ON CONSUMER PURCHASE INTENTION: A MODERATED-MEDIATION MODEL

Abstract

This paper analyzes a modern form of social media marketing i.e., meme marketing, which has gained attention for its ability to entertain and engage users by integrating humor. Marketers and brands are recognizing the value of using memes as a tool to connect with its consumers. To understand the effects of meme marketing activities, this paper aims to examine the impact of meme marketing on consumer purchase intentions and subsequently assess the mediating role of consumer engagement and narrative transportation and moderating effect of brand image and meme literacy. The study encompassed 200 young Pakistani social media users with active social media accounts and familiarity with the concepts of memes and meme marketing. The study employed a quantitative methodology backed by strong statistical techniques. The method used for the analysis was structural equation modeling through SmartPLS software. The results show that consumer engagement and narrative transportation have a positive effect on purchase intention, underscoring the value of captivating and immersive content. Apart from that both moderators brand image and meme literacy, positively play a role in enhancing the engagement and narrative on consumers. Thus, the research findings hold value for companies, marketing managers and agencies that interact and engage consumers with memes and undertake meme marketing activities.