A STUDY OF 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 purpose 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 research has been done using descriptive research method as the variables were required to be reserved for careful deliberation and the data collection has been of qualitative nature, with primary data only. 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 consumer is aware of the that exist 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 an ever-present part of the online experience, especially on social channels. This internet phenomenon has grown in popularity, along with the visual nature of the web and social media. They are a very interesting and now large part of our online culture. For the most part, memes are meant to be funny of sarcastic but because they do grab our attention, businesses can use them to their advantage as long as it is done in a smart or clever way. Meme is pronounced with a long E and the last E is silent. The original, pre internet definition of a meme is, “an element of a culture on system of behaviour that may be considered to be passed from one individual to another by non-genetic means, especially imitation”. vi The newer definition is, “a humorous image, video, piece of text, etc. that is copied (often with slight variations) and spread rapidly by Internet users.” Many of the popular image memes you see (and most of the ones we used in this article) are actually called Macros. Our Kermit the Frog meme / Macro at the top of the article is a variation on this popular one where the user will add text on the top. Chapter 1 is about the introduction of the topic and what it is all about. Chapter 2 is about literature review of the topic chosen. 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.