A STUDY ON MARKETING THROUGH MEMES

Abstract

This study examines the dynamics of Marketing through Memes in the Indian marketplace, with a focus on the expanding role of meme culture as a brand outreach strategic tool. The research concentrates on the critical application of internet memes as informal yet potent means of communication that resonate among digital populations. Through analyzing meme-driven marketing strategies, the research investigates their contributions to the molding of consumer conduct and firm outreach within today's economic context.. Empowering a descriptive research approach and qualitative primary data, the research brings into light how memes increase relatability, emotional connection, and brand remembrance. Meme marketing is found to be comprehensively known by consumers, who are highly sensitive to its application by brands to drive purchasing decisions. Firms, on their part, are tapping humor, satire, and virality to forge deeper connections and engage with niche online communities.. But the study also indicates some limitations, including the possibility of misinterpretation or adverse reaction if memes are executed poorly or in a culturally insensitive manner. Relevance and tone of brand need to be preserved when utilizing this form. The research concludes with strategic recommendations for marketers seeking to tap into meme culture without undermining brand integrity or message clarity. This project provides insightful recommendations to advertisers, brand managers, and digital strategists looking to catch up with shifting consumer tastes and remain competitive in India's rapidly changing digital marketing landscape.