A STUDY ON MARKETING THROUGH MEMES

Abstract

This study focuses on studying the role of meme culture used in marketing in the Indian market. This study provides a step towards a huge research opportunity as meme marketing plays a vital role in a company’s strategy in market penetration and customer engagement. The motive of this study is to figure out how the meme marketing affect the company as well as the consumer. This study helps in analysing the effects of critical use of memes in the current economic scenario. The study focuses majorly on studying the influence of advertisements on consumer behaviour and company policy formation accordingly. The study was conducted using the Conclusive and Casual research approach because the variables had to be reserved for careful consideration and the data collection was qualitative, using only primary data. It was concluded that the marketing through memes play a vital role in taping the customers. This study studied the data collected from the subjects and concluded that the general public or consumers are aware of their existence in the Indian market. It was also found that the subjects were aware of the various advertisement strategies that are taken up by various companies to lure the customers. Memes are a constant part of the online experience, particularly on social media platforms. Along with the video characteristics of social media and web, this internet phenomena have risen in popularity. They re fascinating and have become an important component of our online society. Memes are designed to be hilarious or sarcastic for the most part, but because they do catch viewers’ vi attention, company can use them to their benefit if done in a smart or intelligent way. An element of a culture or system of behaviour that may be believed to be conveyed from one individual to another by non-genetic processes, especially imitation, according to the definition of meme. A hilarious image, video, piece of writing, etc. that is copied (sometimes with tiny alterations) and circulated swiftly by Internet users, according to the amended definition. Many famous visual memes (including the bulk of the ones shown in this page) are really referred to as Macros. The first chapter introduces the topic and explains what it is all about. The second chapter is devoted to a literature review on the chosen topic. Literature review is the research papers presented and written by journals on particular subject matter. And in case of my project review of literature is done on topics related to marketing in insurance scenario. Chapter 3 is about research methodology i.e. what all has been the process of collecting the resource material, whether it is through primary research or secondary research. Chapter 4 is about data collection. What all data is collected in the project regarding the topic chosen. Chapter 5 is about data analysis. In data analysis a thorough research has been made and the data which has been collected has been analysed and summarized here. Chapter 6 is conclusion and suggestion. All the relevant conclusion and observations have been made in this chapter and few suggestions have been suggested to the company.