The Changing Landscape of Marketing Communication in the Digital Age and Space: A Study on the surge of Meme's as a Communication Medium in India

Abstract: When one is on any of the social networks while scrolling there’s always either one or quite few memes that are bound to pop up. Memes have taken over the internet. These amusing little posts could be very beneficial to growing ones online business and also create impactful customer engagement. A meme is a funny image, video, or GIF posted with accompanying text aimed to represent ideas and behaviors that are popular on the internet, that is capable of creating a a viral buss. Meme marketing is the process of using memes to attract people to a brand/ store, allowing businesses to connect with their audience in a fun way, increasing the engagement rate and social share potential. This article offers deeper insights into aspects like: The meme format’s ability to deliver communication objectives and the brand recall elements that a meme format can create. Additionally, the papers identifies the variables which need to be present in a meme to make it impactful. Keywords: Meme Marketing, Social Network, Customer Engagement Rate, Social Share Potential, Brand Recall JEL Classification Number: M31