When Brands Are Trending on Social Media: A Comparative Study of Consumer Responses to Branded Memes on TikTok Versus Facebook

This study investigates how branded meme relatedness—defined as the alignment between branded content and users’ self-identity—shapes user engagement and purchase intention across social media platforms. Survey data from U.S. Facebook and TikTok users (N = 952) were analyzed using structural equation modeling and multigroup analysis. Results show that meme relatedness significantly predicts perceived novelty, fun, and hedonic engagement. Perceived trendiness, in turn, mediates the effect of these psychological responses on purchase intention, with novelty and fun emerging as key drivers. Notably, the effect of trendiness on purchase intention is stronger among TikTok users, highlighting the role of platform dynamics in shaping social media user–meme interactions. Theoretical and practical implications for meme marketing strategies are further discussed.