The Power and Pitfalls of Internet Memes in promoting brand awareness and engagement on social media

ABSTRACT

Today, memes have grown as a digital mode of communication across different media streams. They have become all pervasive, rendering them as a pertinent topic for studying and understanding the relationship between the integration of memes and the efficiency of social media marketing. The aim of the current paper is to examine the effectiveness of memes in promoting brand awareness and engagement on social media platforms. The study undertakes qualitative methods such as content analysis and descriptive analysis and examines the viewpoints of various authors. Findings are based on reliable observations in relation to the effectiveness of memes in promoting brand awareness and engagement on social media platforms. The study concludes that multiple brands across the globe are using memes to magnify their social media presence. The paper further outlines how the successful brands interact with their customers through innovative memes to improve the engagement and satisfaction spectrum.

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WSN 184 (2023) 51-62

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