Study on the Impact of Meme Marketing on Purchase Intention among Generation Z Social Media Users in Andhra Pradesh

Author

Ms. Polaki Siva Deepthi, Mr. Shiva Kumar


Abstract

 Memes have become a mainstream language of social media, and brands increasingly use them to reach young consumers. This study examines the impact of meme marketing on the purchase intention of Generation Z social media users in Andhra Pradesh. A structured questionnaire measured four dimensions of meme marketing (meme exposure, humour, relatability and brand attitude) and purchase intention on a five-point Likert scale from a sample of 200 respondents aged 18 to 27. Data were analysed in Microsoft Excel using descriptive statistics, Cronbach's alpha, chi-square tests, one-way ANOVA and simple and multiple linear regression. The scales were reliable (alpha between 0.81 and 0.86). Daily meme exposure was significantly associated with the level of purchase intention (chi-square = 28.77, p < 0.001), whereas gender was not. Purchase intention did not differ significantly across age groups or platforms. Overall meme marketing explained 45.6 per cent of the variance in purchase intention (R-squared = 0.456, p < 0.001), and the four dimensions together explained 47.1 per cent; relatability and brand attitude were the strongest predictors. The findings suggest that brands targeting Gen Z should prioritise relatable, culturally familiar meme content that builds a favourable brand attitude. (Figures are based on the illustrative dataset; update with real data.)


Keywords

meme marketing, purchase intention, Generation Z, social media marketing, Andhra Pradesh



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4.1 Research design

The study uses a descriptive, cross-sectional, quantitative design based on a primary survey.

4.2 Population, sample and sampling

The population is Gen Z social media users aged 18 to 27 residing in Andhra Pradesh. A sample of 200 respondents was used, which exceeds the minimum needed for the planned analyses and for a large population under the table of Krejcie and Morgan (1970) at an acceptable margin of error for exploratory work. Respondents were reached through convenience and snowball sampling using an online form shared through student groups and social media. [State your actual sampling method, districts covered and survey period.] Only respondents who view memes on social media were included.

4.3 Data collection instrument

A structured questionnaire had two parts. Part A collected gender, age group, education, place of residence, the platform on which memes are mostly seen, and average daily time spent viewing memes. Part B contained 15 statements, three for each of the five constructs (ME1 to ME3, HU1 to HU3, RE1 to RE3, BA1 to BA3, PI1 to PI3), rated on a five-point Likert scale from 1 (strongly disagree) to 5 (strongly agree). The full instrument is in the 'Questionnaire' sheet of the workbook. The items were adapted from the literature on advertising attitude and purchase intention. [Cite the specific scales you adapted.]

4.4 Variables and scoring

Each construct score is the mean of its three items. The purchase intention score was classified as Low (below 3.0), Moderate (3.0 to 3.99) or High (4.0 and above) to permit chi-square testing. The overall meme marketing score is the mean of the four independent-variable scores.

4.5 Statistical tools

All analysis was performed in Microsoft Excel with formulas, so every result updates when the data change.

  • Cronbach's alpha(Cronbach, 1951) for internal consistency; values of 0.70 or above are considered acceptable (Nunnally, 1978).
  • Chi-square test of independence(Pearson, 1900) for association between two categorical variables, with Cramer's V as effect size.
  • One-way ANOVA(Fisher, 1925) to compare mean purchase intention across groups, with eta squared as effect size.
  • Simple and multiple linear regressionto estimate the effect of meme marketing on purchase intention (Hair et al., 2019).

4.6 Ethical considerations

Participation was voluntary and anonymous, respondents were told the purpose of the study, and no personally identifying data were collected.

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