Visual Communication in the Digital Age: Examining the Role of Internet Memes in Advertising

Over the past decade, digital marketing has undergone substantial transformation in response to rapid technological advancements and evolving consumer behaviour. Digital marketing involves the use of digital technologies and online platforms to promote products and services, with social media marketing emerging as a particularly effective strategy for reaching and engaging consumers. The widespread adoption of social media has further accelerated since the COVID-19 pandemic, creating new opportunities for consumer interaction and brand communication. Among the various forms of user-generated content, internet memes have gained prominence because of their ability to reinterpret, remix, and disseminate content in creative and culturally relevant ways. Consequently, memes have emerged as a distinctive medium of cross-cultural communication with growing potential for advertising and brand promotion. The present study examines the effectiveness of user-generated memes as a promotional tool for brands. A quantitative research approach was adopted, employing a survey method to evaluate nine memes developed using Adobe Photoshop for three selected brands: Life Insurance Corporation of India (LIC), KFC, and Sugar. Data were collected from 100 university students in Dehradun, India, aged between 22 and 54 years, comprising 62.9% male and 37.1% female respondents. The findings indicated that the memes created for the selected brands were perceived as effective in terms of communication, aesthetic appeal, and adherence to design principles. Specifically, the memes were found to communicate the intended brand messages and concepts effectively while incorporating visually engaging elements. The study suggests that integrating popular cultural references, familiar scenes, and trending themes into meme-based promotional content can offer brands a creative and visually appealing approach to marketing. Overall, the findings highlight the potential of user-generated memes as an innovative instrument for digital advertising and brand communication, particularly in the context of social media marketing.