MEME MARKETING AND CUSTOMER PATRONAGE IN NESTLÉ NIGERIA

This study examined the impact of meme marketing on customer patronage, with a focus on Nestlé Nigeria Plc in Ogun State. In an era where digital engagement shapes consumer behavior, meme marketing has emerged as a creative strategy that blends humor, relatability, and cultural relevance to connect with audiences, particularly younger consumers. The study investigated four dimensions of meme marketing, meme video, meme image, meme text, and meme audio, and their influence on customer patronage. A descriptive research design was adopted, with data collected through structured questionnaires administered to 385 respondents selected using purposive sampling. The reliability of the instrument was confirmed using Cronbach’s Alpha, while data analysis was conducted using descriptive statistics and linear regression techniques. The findings revealed that all four dimensions of meme marketing have a significant and positive effect on customer patronage. Notably, meme text and meme audio demonstrated stronger influence compared to meme video and meme image. The results suggest that meme marketing, when properly aligned with brand identity and audience preferences, can enhance customer engagement, strengthen emotional connection, and drive repeat purchase behavior. However, the study also highlights the need for brands to ensure relevance and strategic integration of meme content to achieve long-term patronage rather than short-term engagement. The study concludes that meme marketing is an effective tool for improving customer patronage and recommends that organizations adopt a coordinated and audience-sensitive approach in leveraging meme-based strategies.