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: 57th Academy of Marketing Conference, 08-10 Jul 2025, Cork, Ireland. (Unpublished)

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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 or Conference Paper (Paper)
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 Organisation
Last Modified:	21 Jan 2026 14:36
URI:	https://gala.gre.ac.uk/id/eprint/50194

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