Meme Marketing: How Do Memes Influence Customer Perception and Awareness of the Brand

Abstract

The increasing dominance of digital culture and the presence of Generation Z in the creative industry have influenced how brands communicate in the digital space. Meme marketing has emerged as a contemporary strategy, yet limited studies explore how Gen Z professionals interpret and respond to such content. This study aims to analyze how meme-based marketing affects customer perception and brand awareness, and to identify key factors influencing engagement. A qualitative research design was employed using a phenomenological approach. Data were collected through semi-structured interviews with eight Gen Z professionals in creative fields such as content creation, social media, and digital marketing. Thematic analysis was used to identify recurring patterns. The findings show that memes are perceived as humorous, relatable, and emotionally resonant. Meme- based marketing is more engaging than conventional advertising, as it aligns with peer-style communication and digital culture. Five key factors influence engagement: humor, emotional relatability, trend-awareness, content simplicity, and authenticity. Additionally, meme marketing strengthens brand awareness when executed consistently and is culturally relevant. Meme marketing fosters short-term interaction through likes, shares, and comments and contributes to long-term brand familiarity and emotional connection. This study highlights the strategic potential of meme content in building brand relevance among Generation Z.