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@article{198627,
        author = {Mrutyunjay Udenia and Vanshika Laheja and Devanshu Nigam and Arivick Chattaraj},
        title = {Impact of Meme Marketing on Brand Recall and Consumer Perception: A Comparative Study with Traditional Advertising},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {9140-9143},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198627},
        abstract = {The rapid proliferation of social media platforms and the widespread adoption of digital communication have fundamentally altered the landscape of brand advertising. Meme marketing — a strategy that leverages humour, cultural resonance, and virality to communicate brand messages — has emerged as one of the most disruptive forces in contemporary digital advertising. This study investigates the comparative impact of meme marketing and traditional advertising on brand recall and consumer perception among young adults, primarily aged 18 to 30, surveyed at IIEBM Indus Business School, Pune. Drawing on primary survey data collected from 71 respondents and a review of twenty scholarly and industry sources, the study tests three hypotheses concerning meme marketing’s influence on brand recall, its comparative effectiveness relative to traditional advertising, and the role of consumer perception in mediating advertising outcomes. The findings reveal that while meme marketing significantly enhances engagement, shareability, and brand memorability among digitally native consumers, traditional advertising retains a decisive advantage in communicating detailed, complex, and credibility-sensitive brand information.},
        keywords = {Meme Marketing, Brand Recall, Consumer Perception, Traditional Advertising, Digital Marketing, Social Media Engagement, Gen Z, Comparative Advertising},
        month = {April},
        }