ARCHIVES
VOL. 8, ISSUE 2 (2026)
Meme Marketing and Consumer Behavior: Analyzing the role of humor and relatability in Gen Z and Millennial purchase intentions
Authors
Aleena P, Dr. Prejilda K
Abstract
The rise of digital brand communication has positioned meme marketing
as a crucial tactic for connecting with younger audiences through humor and
relatability. This study explores how these particular characteristics affect
purchase intention (PI) and electronic word-of-mouth (e-WOM) among Generation Z
(n = 50) and Millennials (n = 50). Employing a quantitative, cross-sectional
survey approach, the research contrasts the reactions of these two key
demographic groups. Independent samples t-tests revealed no statistically
significant differences between the generations, indicating a similar level of
responsiveness to meme-based content. Correlation analysis showed that humor is
the most significant predictor of purchase intention (r = 0.72) and a major
factor in driving e-WOM. Relatability also plays a significant role in
predicting both outcomes, aligning with the theoretical framework used in this
research. These results imply that meme marketing is an effective digital
strategy that resonates well with both Gen Z and Millennials, offering valuable
insights for cohesive social media communication.
Download
Pages:4-8
How to cite this article:
Aleena P, Dr. Prejilda K "Meme Marketing and Consumer Behavior: Analyzing the role of humor and relatability in Gen Z and Millennial purchase intentions". International Journal of Management and Commerce, Vol 8, Issue 2, 2026, Pages 4-8
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.