FACTORS IMPACT OF FACEBOOK MEME MARKETING ON CONSUMERENGAGEMENT: WITH SPECIAL REFERENCE TO GENERATION Z IN WESTERN PROVINCE, SRI LANKA

Abstract

This study was conducted to examine how Facebook meme marketing impacts on Generation Z consumer engagement of consumers in Western Province, Sri Lanka. This study employed the survey strategy under the quantitative methodology. Following a positivist research philosophy and deductive research approach, a sample of 350 individuals of Generation Z active Facebook users residing in Western Province, Sri Lanka who engage with meme-based posts of brands was selected using a purposive sampling technique to collect data. The IBM SPSS 21 software has been used to analyze the collected data and multiple linear regression analysis of used to test the hypotheses. The findings reveal that entertainment, interaction, 52 SEUSL SEUSL Journal of Marketing, Vol. X, No.1, 2025 ISBN 2513 – 3071 Page Number 52 - 83 informativeness, and electronic word-of-mouth of Facebook meme marketing positive impacted Generation Z consumer engagement in Western Province, Sri Lanka, and the trendiness of Facebook meme marketing did not impact. The entertainment of Facebook meme marketing has been identified as the most influential factor that impacts Generation Z consumer engagement in Western Province, Sri Lanka. The findings of this study provide valuable insights that can help marketers identify and effectively use meme marketing to enhance consumer engagement.