International Journal of Scientific Research and Engineering Development

Memes have become more than just online jokes; they are now a powerful cultural language that brands use to connect with audiences in authentic and relatable ways. This study explores how meme creators influence brand virality, focusing on their creativity, opinion leadership, and authenticity. Data were collected from 132 respondents in Coimbatore through a structured questionnaire, complemented by secondary sources such as journals and articles. Statistical tools including Chi-square, One-way ANOVA, Correlation, and Frequency analysis were applied to interpret the findings. Results show that gender does not significantly affect daily social media usage, while the choice of social media platform strongly impacts brand engagement and loyalty. Creativity and opinion leadership were found to be closely linked with authenticity, highlighting the importance of meme creators in shaping brand personality and emotional resonance. However, virality and trust appear to depend more on external factors like platform dynamics and peer sharing. The study concludes that memes are most effective in building identity and emotional connection rather than recall or recommendation. These insights suggest that brands can strengthen their cultural relevance and appeal by collaborating with creative meme influencers and designing strategies that resonate across diverse audiences.

Dhanushree K, V.Deepak,"A Study on The Role of Meme Creators in Brand Virality" International Journal of Scientific Research and Engineering Development, V9(1): Page(1164-1168) Jan-Feb 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.