THE POWER OF MEME-BASED MARKETING: DRIVING VIRAL ENGAGEMENT AND CONSUMER CONNECTION
DOI:
https://doi.org/10.1234/jumder.v1i4.28Keywords:
Meme-Based Marketing, Digital Engagement, Consumer Behavior, Social Media Strategy, ViralityAbstract
This study conducts a systematic literature review to explore the role and impact of meme-based marketing in fostering viral engagement and strengthening digital consumer connection. As memes increasingly dominate social media discourse, marketers have begun adopting them as low-cost, high-impact tools to communicate brand identity and engage younger audiences. The review analyzed 45 peer-reviewed articles published between 2019 and 2024, using PRISMA methodology for article selection and VOSviewer for bibliometric analysis. Thematic synthesis revealed four core themes: memes as cultural and emotional symbols, consumer co-creation and participation, platform-specific meme strategies, and the psychological triggers of meme virality. Bibliometric analysis identified key research clusters and highlighted the evolution of meme marketing literature from humor-focused to brand-strategic applications. Findings support theoretical models such as the Stimulus-Organism-Response (S-O-R) model, Uses and Gratifications Theory, and Social Identity Theory, showing how memes influence consumer behavior and brand perception. This review not only maps the current state of knowledge but also identifies research gaps in measurement frameworks, cultural diversity, and ethical considerations. The study concludes by offering future research directions and practical recommendations for marketers seeking to leverage memes in an increasingly participatory and dynamic digital landscape.
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