Meme Marketing: Generation Z Consumer Behavior on Social Media
Ferdian Arie Bowo,
Anisah Anisah,
Lia Marthalia
Abstract:This study investigates the phenomenon of "Meme Marketing" and its impact on the consumer behavior of Generation Z on social media. The research focuses on the characteristics, classification, coherence levels, and format evolution of memes, as well as their role in marketing strategies. Meme characteristics, such as fidelity, fecundity, longevity, and additional elements like relevance, ease of replication, uniqueness, and humor, are identified as key influencers on meme dissemination. Meme classification inv… Show more
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