The Role of Memes and Humor in shaping Gen Z's perception of Brand Personality

Lovely Kyle Nichole Arizo; Charlou Bestudio; Cielo Garcia; Rafael Montehermoso; Stefanny Anne Vecina; Joy Ann Ragasa; Geraldine Raydanas

doi:10.55927/ajabm.v5i3.57

Authors

Lovely Kyle Nichole Arizo Gordon College
Charlou Bestudio Gordon College
Cielo Garcia Gordon College
Rafael Montehermoso Gordon College
Stefanny Anne Vecina Gordon College
Joy Ann Ragasa Gordon College
Geraldine Raydanas Gordon College

DOI:

https://doi.org/10.55927/ajabm.v5i3.57

Keywords:

Meme Marketing, Gen Z, Brand Personality, Digital Humor, Consumer Perception

Abstract

Humor shapes Gen Z’s perception of brand personality among 3rd year BSBA Marketing students at Gordon College. Using a transcendental phenomenological qualitative approach, the study gathered data from 48 participants through semi-structured interviews and analyzed them using thematic analysis. The findings revealed that meme-based marketing helps brands appear more relatable, authentic, approachable, and engaging to Gen Z consumers. Participants also noted that memes improve brand recall and social media interaction. However, the effectiveness of meme marketing depends on proper timing, cultural relevance, and alignment with the brand’s identity, as poorly executed memes may negatively affect credibility. The study concluded that meme marketing is an effective digital marketing strategy for enhancing emotional connection and consumer engagement among Gen Z audiences.

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