| dc.description.abstract | The increasing dominance of digital culture and the presence of Generation Z in the
creative industry have influenced how brands communicate in the digital space.
Meme marketing has emerged as a contemporary strategy, yet limited studies
explore how Gen Z professionals interpret and respond to such content. This study
aims to analyze how meme-based marketing affects customer perception and brand
awareness, and to identify key factors influencing engagement. A qualitative
research design was employed using a phenomenological approach. Data were
collected through semi-structured interviews with eight Gen Z professionals in
creative fields such as content creation, social media, and digital marketing.
Thematic analysis was used to identify recurring patterns. The findings show that
memes are perceived as humorous, relatable, and emotionally resonant. Meme-
based marketing is more engaging than conventional advertising, as it aligns with
peer-style communication and digital culture. Five key factors influence
engagement: humor, emotional relatability, trend-awareness, content simplicity,
and authenticity. Additionally, meme marketing strengthens brand awareness when
executed consistently and is culturally relevant. Meme marketing fosters short-term
interaction through likes, shares, and comments and contributes to long-term brand
familiarity and emotional connection. This study highlights the strategic potential
of meme content in building brand relevance among Generation Z. | en_US |
