In the current Digital world, everyone is in internet and social media platforms hence the uses of promotion and marketing is also there one of the famous and trendy marketing called “Meme Marketing” has become an effective way for brands to engage people on the social media platforms and other. In this type of marketing uses of cultural references, humour, current events are there to create content that is simple, catchy, relatable and easy to share. This research examines how Amul brand uses meme marketing to make a high impactful Brand image with their targeted audiences and consumers. The main objective is to understand how the cultural and trending content of Amul influences the audience/consumers. This study follows a descriptive research design, that consists 312 collected data of social media users through a structured questionnaire by using google forms online and offline both. The responses were analysed using basic statistical tools such SPSS Software, Microsoft Excel etc to find the analysis like coloration matrix, frequency, reliability etc. The findings shows that mostly Amul’s meme are relevant, timely and engaging, hence this increase and improves the brand image and engagement. With such high impactful engagement this leads to actual buying decisions to consumers. In Conclusion, Meme Marketing is an important role in creating Brand image and balancing high impactful consumer connection with the brand. Cultural Reference are so effective that feels more personalize to them, which is effective and leads to more consumer/Audience responses in the Digital environment.
Das et al. (Sun,) studied this question.