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Introduction

In today’s digital age, where social media plays a significant role in how brands communicate with their target audience, meme marketing has emerged as a popular and effective strategy to enhance brand awareness. Memes are widely shared, humorous, and relatable content pieces that have the potential to go viral on various social media platforms. This form of marketing appeals to the younger generation who spend a considerable amount of time online and are more likely to engage with brands that have a sense of humor and are relatable.

The impact of meme marketing on brand awareness is a topic of growing interest among marketers and researchers. This study aims to explore the effectiveness of meme marketing in enhancing brand awareness and its implications for brand communication strategies. By analyzing the use of memes by brands across different industries, this research seeks to provide insights into the potential benefits and challenges associated with meme marketing.

This thesis will be structured as follows:

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter 2: Literature Review
2.1 Evolution of meme marketing
2.2 The psychology behind meme engagement
2.3 Impact of memes on brand awareness
2.4 Memes as a tool for brand storytelling
2.5 Memes in social media marketing campaigns
2.6 Memes and consumer engagement
2.7 Memes and brand authenticity
2.8 Memes and brand perception
2.9 Memes as a form of user-generated content
2.10 Challenges and limitations of meme marketing

Chapter 3: Research Methodology
3.1 Research design
3.2 Data collection methods
3.3 Sample selection
3.4 Data analysis techniques
3.5 Ethical considerations
3.6 Validity and reliability of research findings
3.7 Operationalization of key variables
3.8 Limitations of the research methodology

Chapter 4: Discussion of Findings
4.1 Analysis of meme marketing strategies by brands
4.2 Impact of memes on brand awareness
4.3 Consumer responses to meme marketing
4.4 Brand communication strategies using memes
4.5 Comparison of meme marketing with traditional advertising
4.6 Recommendations for effective meme marketing
4.7 Implications for brand managers
4.8 Future research directions

Chapter 5: Conclusion and Summary
5.1 Summary of key findings
5.2 Implications for theory and practice
5.3 Contributions to the field of marketing
5.4 Recommendations for further research
5.5 Conclusion

Thesis Overview: The impact of meme marketing on brand awareness

Meme marketing has become a popular trend among marketers seeking to engage with their target audience in a humorous and relatable way. This thesis aims to investigate the impact of meme marketing on brand awareness and its implications for brand communication strategies. The study will explore the evolution of meme marketing, the psychology behind meme engagement, the impact of memes on brand awareness, and the challenges and limitations associated with meme marketing. Through a comprehensive literature review and empirical research, this thesis seeks to provide valuable insights for brand managers looking to leverage meme marketing as a strategic tool for enhancing brand awareness.

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