Title: Assessment of the Effect of Memetic Marketing in the Spending Behavior of Business Education Students of Mabalacat City College
Authors: Lea Cabrera, Yves De Leon, Aira Dizon, Trishia Fae Durango, Ricardo S. Jimenez, DBA, RICARDO S. JIMENEZ, LPT, DBA, MYRNA C. CALMA, CPA, PhD, MBA, Friacc
Volume: 9
Issue: 6
Pages: 187-202
Publication Date: 2025/06/28
Abstract:
In the evolving digital landscape, memetic marketing has emerged as a powerful and innovative strategy to influence consumer behavior, particularly within the ecommerce sector. This quantitative, correlational study examines the effect of memetic marketing on the spending behavior of 240 business education students at Mabalacat City College during the academic year 2024-2025. The participants, came from Bachelor of Science in Accountancy (BSA), Bachelor of Science in Management Accounting (BSMA), and Bachelor of Science in Customs Administration (BSCA) programs, provided insights through validated researcher made questionnaires. Statistical analysis revealed a significant correlation between exposure to memetic marketing on social media platforms like TikTok and Facebook and changes in brand recognition, purchase intention, and actual spending behavior. Video-based memes emerged as the most effective format, leveraging humor, trendiness, and informativeness to enhance engagement and brand recall. These findings highlight the cost-effectiveness and engaging nature of memetic marketing, offering actionable insights for e-commerce businesses and digital marketers. The study emphasizes the potential of memes as a creative tool to shape consumer attitudes and behaviors, particularly among younger demographics, providing a roadmap for optimizing marketing strategies in the dynamic digital marketplace.