Meme Marketing: Strategic Tool for Brand Communication

Memes have changed from simple funny content to important cultural symbols in digital spaces. Their ability to adapt, spread quickly, and connect with people emotionally and socially makes them essential in online communication.While earlier studies mostly looked at memes through humor, politics, or identity, not much has focused on their role in brand communication. This article examines meme marketing as a useful tool for business, emphasizing how brands use memes to improve audience engagement, create authenticity, and strengthen consumer relationships. By addressing this gap, the study aims to show how memes can shape interactive experiences and maintain brand visibility in competitive online markets.