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Introduction

In today’s digital age, where social media platforms have become an integral part of our daily lives, meme marketing has emerged as a popular and effective tool for brands to engage with their target audience. Memes, which are humorous or satirical images, videos, or text that are shared and spread rapidly on the internet, have the potential to shape brand personality perception in a unique way. This study aims to explore the impact of meme marketing on brand personality perception, shedding light on how memes can influence consumer attitudes and behaviors towards brands.

Chapter 1: Introduction

1.1 The 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 Memes
2.2 Theoretical Frameworks on Brand Personality Perception
2.3 The Role of Memes in Marketing
2.4 Effects of Memes on Consumer Behavior
2.5 Impact of Memes on Brand Personality Perception
2.6 Factors Influencing Memes’ Effectiveness in Marketing
2.7 Memes in Social Media Marketing
2.8 Case Studies on Successful Meme Marketing Campaigns
2.9 Challenges and Risks of Using Memes in Marketing
2.10 Ethical Considerations in Meme Marketing

Chapter 3: Research Methodology

3.1 Research Design
3.2 Data Collection Methods
3.3 Sampling Techniques
3.4 Data Analysis Techniques
3.5 Questionnaire Development
3.6 Pilot Study
3.7 Ethical Considerations
3.8 Research Limitations

Chapter 4: Discussion of Findings

4.1 Demographic Characteristics of Participants
4.2 Awareness and Engagement with Memes
4.3 Perceptions of Brand Personality
4.4 Influence of Memes on Brand Perception
4.5 Comparison of Memes vs. Traditional Marketing Strategies
4.6 Consumer Attitudes towards Meme Marketing
4.7 Brand Loyalty and Purchase Intentions
4.8 Managerial Implications for Brands
4.9 Recommendations for Future Research

Chapter 5: Conclusion and Summary

In conclusion, this thesis will provide valuable insights into the impact of meme marketing on brand personality perception. By examining the relationship between memes and consumer attitudes towards brands, this study aims to contribute to the growing body of knowledge on digital marketing strategies. As memes continue to play a significant role in shaping online conversations and trends, understanding their influence on brand perception is crucial for marketers to develop effective and engaging campaigns.

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