Memes and Digital Branding: A Case Study of Jumia Nigeria’s Online Promotion Strategies

This research paper investigates the burgeoning role of internet memes as a contemporary tool in online brand promotion strategies, a case of jumia an E-commerce company in Nigeria. In an increasingly digital and socially connected landscape, memes have emerged as a powerful form of communication, characterized by their virility, relatability, and often humorous nature. This study aims to explore how brands leverage memes for promotional purposes, the perceived effectiveness of such campaigns, and the potential benefits and pitfalls associated with their use., this research will contribute to a deeper understanding of meme marketing's impact on brand awareness, engagement, and ultimately, consumer behavior. Preliminary findings suggest that successful meme integration can significantly enhance brand resonance and virality, provided the content aligns with brand identity and audience sensibilities.