A Study on Gen Z Consumer Preferences and the Challenges of Engagement in Meme Marketing

Abstract

Meme marketing has rapidly emerged as a powerful digital marketing strategy, 
particularly resonating with Generation Z consumers through humor, relatability, and 
viral potential. This study investigates Gen Z’s preferences regarding meme marketing 
content and examines the challenges they encounter in engaging with such content. Data 
collected from 254 respondents via a structured online questionnaire were analyzed using 
descriptive and rank analysis. Findings reveal that cultural relevance, authenticity, and 
humor significantly drive engagement, while content overuse and perceived 
inauthenticity pose major challenges. The study provides insights to help marketers refine 
meme strategies for enhanced connection and participation among Gen Z.