Tradition or innovation approaches? The role of meme marketing on brand recall and brand engagement: The evidence in Vietnam

Viral marketing, particularly memes, has become a popular strategy to boost customer engagement through their viral nature. The integration of memes into advertising campaigns is seen as an effective approach for advertisers and marketing professionals to effectively engage with customers and extend the influence of their marketing strategies. This study aims to address the existing gap in the literature on meme marketing by examining the influence of three primary factors of meme virality including content-related factors, customer-related factors, and media-related factors on brand engagement and brand recall in emerging countries. Our research findings indicate that meme virality is a precursor that positively affects brand recall, enhancing the probability of customer repurchase and recommendations. This study offers practical insights for managers and policymakers seeking sustainable growth amid uncertainty and competition. Additionally, while humour and relatable memebased content can strengthen B2B brands, careful audience alignment is crucial to avoid potential reputational risks, particularly in high-end sectors.