Jelena Sale’s scientific contributions

In the digital age, marketing strategies are evolving rapidly, with brands increasingly utilizing online memes to engage younger audiences, particularly Generation Z. This study examines the relationship of online memes as a marketing tool on brand perception and purchasing behavior among university students, focusing specifically on marketing students. Building on existing research by Fernandez et al. (2024), which explores the cost-effectiveness and engagement potential of digital memes, this research aims to assess how memes influence students' emotional connection, trust in brands, and decision-making processes.

In the digital age, marketing strategies are evolving rapidly, with brands increasingly utilizing online memes to engage younger audiences, particularly Generation Z. This study examines the relationship of online memes as a marketing tool on brand perception and purchasing behavior among university students, focusing specifically on marketing students. Building on existing research by Fernandez et al. (2024), which explores the cost-effectiveness and engagement potential of digital memes, this research aims to assess how memes influence students' emotional connection, trust in brands, and decision-making processes.