Authors : Mary Concepcion O. Escuadro; Rogelio M. Jamero

Volume/Issue : Volume 11 - 2026, Issue 2 - February

Google Scholar : https://tinyurl.com/yvpjxwf9

Scribd : https://tinyurl.com/4zxwrtwu

DOI : https://doi.org/10.38124/ijisrt/26feb1400

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Meme marketing has grown to be an important international issue as companies look to increase their exposure and interaction in a congested online market. This study investigates how meme marketing affects brand awareness among customers of KCC Mall of Marbel. The research looks at four main areas: entertainment, interaction, trendiness, and informativeness in the mall’s meme content. Data was gathered from customers to understand their views on these aspects. Results show that most respondents find the memes entertaining and agree that the content helps them interact, stay updated with trends, and learn more about the mall’s products and services. This study provides a clear view of how customers respond to meme-based promotions. The research also examines if meme marketing directly leads to higher brand awareness. While customers have a positive view of the mall’s memes, the study finds that meme marketing alone does not automatically boost brand awareness. Instead, it suggests that other factors, like how much customers engage with the content, may play a bigger role. Among the four areas studied, only informative memes have a strong effect on helping customers remember and connect with the brand. Entertainment, trendiness, and interaction are important for engagement but do not directly impact brand recall. Based on the findings, the study recommends that KCC Mall of Marbel continue using meme marketing but focus more on making memes that provide helpful information about their products and services. These results can help the mall improve its marketing strategies and guide other businesses interested in using memes for promotion. Overall, meme marketing is shown to be a valuable tool, but its success depends on how well it informs and involves the audience. shifting consumer preferences and behaviors is a major global issue in the marketing landscape that is addressed in this study. This strategy uses relatability and humor to attract people, especially Millennials and Generation Z, who are becoming less receptive to traditional advertising methods (Malodia et al., 2022). Meme marketing has grown to be an important international issue as companies look to increase their exposure and interaction in a congested online market. Since memes are relatable and funny digital content, they can spread quickly and reach large audiences (Dholakia et al., 2023). Empirical data from several nations shows how effective meme marketing is in raising brand awareness. The rise of digital platforms has transformed consumer behavior. With a sizable percentage of its populace using memes daily, the Philippines has one of the highest rates of social media usage in the world (Arganoz et al., 2022). Businesses like KCC Mall of Marbel have a rare chance to take advantage of this trend by using meme marketing to increase brand awareness among Filipino customers. Furthermore, research shows that Filipino customers react favorably to relatable and hilarious material, which makes meme marketing a successful tactic for interacting (Ali et al., 2024). Since a large percentage of people use social media regularly, memes are growing as a medium for entertainment and communication. According to research, memes appeal to people because they frequently capture local culture and current events, which increases their effect and shareability (Malodia et al., 2022). Additionally, the significant degree of social media participation among KCC Mall of Marbel customers implies that using memes could help local companies like KCC Mall of Marbel raise their brand.

Keywords : Meme Marketing1 , Entertainment2 , Interaction3 , Trendiness4 , Informative5 , Brand Awareness6 .

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