The Impact of Meme as an Advertisement Tool on Consumer Purchasing Behaviour Among Active Social Media Users in Ghana

This research explores the impact of memes as an advertisement tool on consumer purchasing behaviour among active social media users in Ghana. The study utilised a quantitative research approach by conducting an online survey with 200 participants from Ghana who use social media. The survey was conducted through various social media platforms to present a fair representation of social media users. The study sought to answer whether memes influence purchases, how meme-advertised products are perceived about other forms of advertisement, and how memes help in promoting the brand. The outcome of the research revealed that 26% of the respondents agreed to the fact that memes have influenced their purchasing decisions, suggesting a limited direct influence between memes, and purchasing behaviour. However, the research shows that there is an indirect influence of memes where a significant number of the respondents (92%) agreed that memes can influence purchasing decisions. This suggests that memes are valuable in building up consumer purchasing behaviour through brand recall and brand perception.