In the digital era, social media has transformed the way brands communicate with consumers. Among emerging generations, Generation Z (those born between 1997 and 2012) has proven to be highly receptive to humour-driven, visually engaging content commonly known as memes. Meme marketing has rapidly evolved into a powerful tool for brands seeking authentic and cost-effective audience engagement. This study examines the impact of meme marketing on the purchase decisions of Generation Z consumers within an Indian urban context.

The study is based on primary data collected from 243 Gen Z respondents aged 18-26 years through a structured questionnaire employing a five-point Likert scale. Key variables including meme relatability, brand recall, emotional engagement, social sharing behaviour, and purchase intention were measured. Descriptive statistics, reliability analysis, Pearson correlation, and multiple regression analysis were employed to analyse the data.

The findings reveal that meme relatability and emotional engagement are the strongest predictors of purchase intention among Gen Z consumers. Brand recall through meme exposure shows a significant positive correlation with purchase decisions. Social sharing behaviour acts as a mediating variable, amplifying the reach and persuasive effect of meme content. The study also identifies that humour alignment with brand identity is a critical factor in determining the effectiveness of meme marketing campaigns.

The study concludes that meme marketing significantly influences Gen Z purchase behaviour when content is relatable, contextually relevant, and emotionally resonant. Marketers should strategically integrate meme-based content into their digital marketing frameworks, ensuring consistency with brand voice and cultural awareness.

Keywords: Meme Marketing, Generation Z, Purchase Decisions, Digital Marketing, Social Media, Brand Recall, Consumer Behaviour, Emotional Engagement