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@article{196905,
        author = {Malay Desai and Hiren harsora and Harshita Mittal},
        title = {Role of Meme Marketing in Building Brand Identity among Youth Audiences},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {5431-5438},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196905},
        abstract = {Meme marketing has become a very relatable and engaging marketing tactic in the modern digital age, particularly with young consumers. The purpose of this study is to investigate how young customers' perceptions of brands are influenced by amusing, trend-based, and culturally relevant content, as well as the role that meme marketing plays in helping them develop a brand identity. The study focuses on how meme marketing affects young people's brand recall, relatability, engagement, authenticity, and emotional connection. Both primary and secondary data served as the study's foundation. A systematic questionnaire was used to gather primary data from young respondents who frequently use social media. Academic publications, research papers, internet articles, and previously published material on meme marketing, digital branding, and consumer behavior were the sources of secondary data. To examine how young audiences perceive and react to meme-based brand marketing, a descriptive and exploratory research approach was used. The results show that meme marketing significantly enhances audience engagement, brand visibility, and emotional connection to brands. It makes brands seem more contemporary, relatable, and associated with youth culture. However, elements like timing, authenticity, inventiveness, and audience preference relevance all affect how successful meme marketing is. The study comes to the conclusion that meme marketing is a strategic branding technique that, when applied correctly, may effectively improve brand identity among youth consumers rather than just being a passing fad.},
        keywords = {Meme Marketing, Branding, Youth audience, Digital Marketing, Consumer, social media.},
        month = {April},
        }