ASSESSMENT OF THE INFLUENCE OF MEMETIC MARKETING ON THE SPENDING BEHAVIOR OF BUSINESS EDUCATION STUDENTS IN NAIROBI, KENYA

Abstract

In the rapidly evolving digital landscape, memetic marketing has emerged as an innovative strategy to influence consumer behavior, particularly in e-commerce. This quantitative correlational study examines the effect of memetic marketing on the spending behavior of 240 business education students in Kenya during the 2024–2025 academic year. Participants from undergraduate programs in Accountancy, Management Accounting, and Customs Administration responded to validated researcher-made questionnaires. Statistical analysis revealed a significant correlation between exposure to memetic marketing on social media platforms, such as TikTok and Facebook, and changes in brand recognition, purchase intention, and actual spending behavior. Video-based memes were identified as the most effective format, leveraging humor, trendiness, and informativeness to enhance engagement and brand recall. The findings highlight the cost-effectiveness and engaging potential of memetic marketing, offering practical insights for e-commerce businesses and digital marketers. This study emphasizes memes as a creative tool to shape consumer attitudes and behaviors, particularly among younger demographics, providing a roadmap for optimizing marketing strategies in Kenya’s dynamic digital marketplace.