Citation

Ali, Muhammad and Farooq, Muhammad and Yuen, Yee Yen and Saqib, Najam US (2025) Digital Meme Marketing as an Informational Service: Effects on Self-Expansion, Brand Attitude, and Purchase Intention in Online Shopping Platforms. Journal of Logistics, Informatics and Service Science, 12 (10). pp. 142-152. ISSN 2409-2665

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Abstract

Social media marketing has become a central component of contemporary brand communication, and meme marketing humorous, shareable, user-generated content has emerged as a powerful tool for enhancing digital engagement. While global brands have successfully integrated memes into their marketing strategies, the practice remains underexplored and underutilized in Pakistan. Existing scholarship provides limited empirical evidence on how meme-based content influences consumer psychology or behavior in this context. Addressing this gap, the present study investigates how meme marketing shapes self expansion, brand attitudes, and purchase intentions by applying the Value–Attitude–Behavior (VAB) framework. Using a survey of 400 social media users, this research employed 20 adapted items from established scales and conducted reliability testing in SPSS 23 followed by confirmatory factor analysis and structural modeling in SmartPLS. The results confirm that meme marketing significantly enhances self-expansion, which positively influences brand attitudes and subsequently increases purchase intentions. The findings highlight self expansion as a key psychological mechanism through which meme value is translated into consumer behavior. This study contributes to digital marketing literature by offering theoretically grounded insights into meme marketing and provides practical guidance for Pakistani firms seeking effective, culturally resonant social media strategies.

Item Type:	Article
Uncontrolled Keywords:	Social Media Marketing, Memes, Meme Marketing, VAB theory, Self Expansion, brand Attitude, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	07 Jan 2026 06:35
Last Modified:	07 Jan 2026 06:38
URII:	http://shdl.mmu.edu.my/id/eprint/15180

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