Status : Verified
| Personal Name | Verano, Ma. Aura Francesca B. |
|---|---|
| Resource Title | Consumer behavior of selected Filipino Gen Z toward meme marketing |
| Date Issued | 19 June 2025 |
| Abstract | This study explores the impact of meme marketing on consumer behavior among selected Filipino Generation Z individuals, focusing on ad engagement, product engagement, and purchase behavior. In today’s digital landscape, shaped by social media and the appeal of culturally relevant humor, meme marketing has become a strategic tool for brands aiming to connect with digital audiences. Using a mixed-method explanatory design, the research gathered quantitative data from 101 respondents and qualitative insights from 10 interviewees. Results reveal that meme marketing positively impacts mood, enjoyment, and initial engagement, particularly when content aligns with consumers’ values, interests, and online behavior. However, its contribution to actual purchasing decisions and long-term brand loyalty remains moderate, often requiring reinforcement through promotional offers or credible product information. The analysis draws on Social Learning Theory (Bandura, 1977, as cited in Cherry 2022), which explains how peer behavior and social validation drive engagement, and Dual Coding Theory (Paivio, 1971, as cited in Thomas, 2010), which highlights the role of integrated visual and verbal elements in improving recall and emotional connection. The study concludes that meme marketing is most effective when used strategically, complementing, rather than replacing, traditional advertising and recommends a balanced approach that incorporates humor, cultural relevance, and authentic brand messaging to better connect with Filipino Gen Z consumers. |
| Degree Course | Bachelor of Science in Home Economics |
| Language | English |
| Keyword | Internet advertising—Philippines; Memes—Social aspects; Generation Z—Attitudes; Generation Z—Philippines; Memes—Philippines; Consumer behavior; Product engagement |
| Material Type | Thesis/Dissertation |
Preliminary Pages
868.65 Kb
Category : P - Author wishes to publish the work personally.
Access Permission : Limited Access