Abstract
The term "Internet Meme" was coined as a result of the rise of social media, and it is
frequently used to advocate a product or a business. Meme Marketing is a clever and creative
word used by advertisers and marketers to promote various companies and products.
Objectives of this study were to see how meme marketing affected people's buying
habits and how memes are influencing the purchasing decision of an active social media
through it. The respondents of this research were active social media users who are addicted
to check their social platforms frequently. The researcher has conducted a survey to get the
results and purposive sampling has been used for the selection of respondents.
Value- Attitude- Behavior model has been taken as the theoretical support to this
research and the results of this study revealed that meme does affect the purchasing intention
of an active social media user and it does compel the consumer to make a purchase after
watching a meme made by brand for endorsement purpose
Arsha Saleem Meer, Rehan Ahmed Khan, Syeda Kanwal. (2022) Meme Marketing and Purchasing Behavior: A Study of Active Social Media Users, Journal of the Research Society of Pakistan, volume 59, issue 3.
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