A STUDY ON GEN Z S SOCIAL MEDIA BEHAVIOUR: CONSUMER PREFERENCES TOWARDS BRANDS ADOPTING MEME MARKETING

Having grown up surrounded by the internet and social media, the preferences and behaviours of Generation Z are deeply rooted in their online experiences. Consequently, brands are endeavouring to establish connections with this demographic in a manner that is authentic, relatable, and culturally relevant. A relatively new phenomenon of meme marketing has gained popularity among brands seeking to tap into Gen Zs humour, creativity, and online interactions. This study investigates the efficacy of meme marketing in influencing Gen Zs attitudes towards brands, shaping their purchasing decisions, and fostering brand loyalty. By mixed- method research, i.e. combining qualitative and quantitative data, this research will examine Gen Zs social media behaviour and assess the effectiveness of meme marketing in capturing their attention, affection, and online engagement. The study will be uncovering the underlying factors of Gen Zs online demeanour, including their preferred social media platforms and most popular memes. The insights garnered from this research will be invaluable for brands seeking to connect with Gen Z on their own terms, develop effective marketing strategies, and enhance their online presence. Furthermore, this study will provide a comprehensive understanding of Gen Zs preferences and behaviours, enabling brands to develop targeted marketing strategies that resonate with this demographic.