Modelling the impact of meme based based marketing on a company's online customer engagement relative to traditional social media marketing methods

Abstract

It took social media less than a generation to progress from a medium of information exchange to a hotspot for virtual gatherings and retail platforms. The growth of social media was especially bolstered after the pandemic hit the world and everything went online. For example, people have started to spend more time online on social media sites such as Facebook, Instagram, etc. Additionally, new people have joined social media networks in the pandemic. For instance, according to research, approximately 51% of American adults began using social media more in the pandemic. Since people's online time has increased, their engagement with online advertisements has also increased. According to a report, the engagement of online users has increased by 15% since the outbreak. Apart from the increased online time, people are seeking social media as a medium for interpersonal connections caused by the absence of physical restrictions. It has benefited influencer marketing. Since people are turning to social media influencers, their content has also increased.