Nesheiwat, Natalie Raed Eid, Phairor, Klairoong Hawa and Salimon, Maruf ORCID: https://orcid.org/0000-0002-9071-7579 (2025) Click, Laugh, Buy: the power of memes in shaping Jordanian Gen Z’s brand preferences. In: AM2025 Academy of Marketing Conference: "Saints & Scholars" University College Cork, Ireland, 7th - 10th July, 2025. University of Cork, Cork, Ireland. (In Press)

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PDF (Accepted Conference Paper) 50194 PHAIROR_Click_Laugh_Buy_The_Power_Of_Memes_In_Shaping_Jordanian_Gen_Z_s_Brand_Preferences_(AAM CONFERENCE PAPER)_2025.pdf - Accepted Version Download (86kB) | Preview

Abstract

Humorous memes drive emotional engagement and purchase intentions by resonating with audiences through humor, relatability, and cultural relevance. Memes outperform traditional methods with higher conversion rates and strong appeal to Gen Z, especially in Jordan, where 85% of Gen Z actively use platforms like TikTok and Instagram. Memes tap into Jordanian Gen Z's hybrid cultural identity, enhancing brand connections, loyalty, and recall, making them a powerful tool for businesses targeting this demographic.

Item Type:	Conference Proceedings
Title of Proceedings:	AM2025 Academy of Marketing Conference: "Saints & Scholars" University College Cork, Ireland, 7th - 10th July, 2025
Uncontrolled Keywords:	advertising, meme marketing, Gen Z
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing
Related URLs:	Organisation Organisation
Last Modified:	09 Apr 2025 15:36
URI:	http://gala.gre.ac.uk/id/eprint/50194

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