Impact of Social Media Memes' Behavioural Motives on Brand Engagement: The Moderating Role of User Generation
Saudi Arabia, social media has become integral to the digital landscape, connecting people, businesses, and communities across borders. Amidst this digital marketing context, an emerging phenomenon showing the widespread use of internet memes raised questions about to what extent they are impactful to the brand. Therefore, this research aims to identify the impact of meme-based brand content on consumer’s brand engagement through the internal behavioural motives it evokes, including perceived pleasure, social gratification, self-congruence, and escapism. It also aims to explore the moderating role of generation type on consumer’s brand engagement. A quantitative approach, including an online survey, collected 321 respondents, was applied. The research applied two statistical analyses, multi-linear regression. Findings showed that there are significant relationships between the four motives resulting from Memes and consumer’s brand engagement. Moreover, the study revealed that the user’s generation plays a moderating role in this relationship because different generations are motivated differently by memes. While the younger Generation showed higher brand engagement driven by memes escapism and social gratification, older generations were motivated by escapism and self-congruence. The research contribution is manifested through the growing body of knowledge on social media marketing, digital consumer behaviours, and the evolving landscape of digital communication. Findings will empower digital marketers, content creators, influencers, and social media managers to create more effective meme-driven campaigns about brands.
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