THE IMPACT OF MEME MARKETING ON CONSUMER PURCHASE INTENTIONS IN E-COMMERCE INDUSTRY IN GUJARAT STATE

This research provides an insight into the role of meme marketing in stimulating consumer’s intention to purchase and the ways to influence the e-business sales context, considering different attributes memes own (i.e., humor, trendiness, interaction, informativeness, and entertainment). In a descriptive research design data was collected from 304 respondents who had the knowledge about meme culture and meme marketing and data was analyzed by using statistical tools through SPSS. The test result indicates the significant regression model, with 69% variance of customer purchase intention being accounted for. All meme attributes have positive and significant effects on purchase intention; thus, entertaining, funny, and relatable meme content are suggested for digital marketing practice. The good fit of the model was supported by an R that showed the 0.830, Adjusted R Square which was 0.682, and the Durbin-Watson value that indicate of no autocorrelation in residuals of 2.000. In addition, collinearity diagnostics of estimators present no severe multicollinearity, and the estimates are reliable. Theoretically, by its relatable content and shareable characteristics, meme marketing may be an efficient way for brands to promote consumer engagement, purchase intention toward brand by a cost-effective and emotionally powerful tool in a highly competitive digital market. This work will offer a quantitative perspective to the meme marketing field, which is generally qualitative and will offer practical help for marketers to apply the meme culture approach.