Clicks, Cringe, or Conversion? Ethical and Emotional Reactions to Branded Memes

This study investigates how consumers respond to branded meme marketing through the lens of the Stimulus-Organism-Response (S-O-R) framework. Using data from 400 social media users in the Delhi-NCR region, the research explores how cognitive, affective, and ethical perceptions of meme content influence behavioral intentions. The study applies descriptive and inferential statistical techniques, including factor, correlation, and regression analyses, to examine how branded memes operate as both cultural and marketing stimuli. The results reveal that memes effectively capture attention and evoke humor-driven emotional responses but show minimal predictive power for behavioral outcomes such as purchase or brand engagement. Ethical sensitivity measured through perceptions of cultural sensitivity and consent was recognized but did not significantly affect behavior, indicating an ethical awareness and behavior gap.Industry-wise, meme marketing yielded slightly stronger engagement in food delivery services than in OTT or FMCG sectors. The findings extend the S-O-R model by integrating ethical perception into consumer response analysis, offering a more nuanced understanding of meme marketing in emerging digital cultures. Practically, the study positions memes as tools for connection and community rather than direct conversion, emphasizing the need for culturally aware, ethically mindful, and context-sensitive creative strategies. Keywords: Meme Marketing; Consumer Behavior; Cognitive Response; Affective Response; Ethical Sensitivity; Behavioral Intention; S-O-R Framework; Digital Advertising; India