Analyzing Consumer Perception of Meme Marketing in the Nepali Market

Abstract

As traditional advertising faces increasing saturation and consumer fatigue, meme marketing has emerged as a disruptive alternative that leverages social relatability and digital humour. In Nepals rapidly evolving digital landscape, understanding how consumers filter and value these non-traditional advertisements are critical for brand communication strategies. The primary objective of this study was to evaluate Nepali consumers perceptions of meme marketing, focusing on four key dimensions: effectiveness, entertainment value, brand relatability, and comparative engagement with traditional advertising. The study employed a quantitative research design, gathering primary data from a sample of 500 respondents using a 5-point Likert scale survey. Data analysis was conducted using descriptive statistics (mean, standard deviation) and a One-Sample t-test to validate the hypothesis regarding consumer sentiment. The empirical results reveal an overwhelmingly positive perception of meme marketing. Descriptive analysis showed consistent mean scores ranging from 3.87 to 3.89, indicating strong consumer agreement. Approximately 76% of respondents view memes as an effective advertising tool, while 78.2% find them more engaging than traditional media. Furthermore, 75.6% of participants agreed that memes enhance brand relatability, effectively humanising corporate entities. The One-Sample t-test yielded a mean of 3.8792 (t = 86.935, p < .001), leading to the rejection of the null hypothesis. The study concludes that meme marketing has matured from a casual internet subculture into a legitimate commercial tool in Nepal. By cutting through digital noise via humour and relatability, memes foster higher engagement and improved brand equity. For marketers, these findings suggest that adopting a digital-first, humorous persona is no longer optional but a strategic necessity for reaching modern Nepali audiences.