Cognitive Processing in Meme-based Brand Communication: Consumer Engagement and Purchase Intention in Digital Environments

Meme-based brand communication is a relatively new advertising format in digital spaces because it is culturally resonant, adaptable and viral on social media. While prior meme marketing research has largely examined affective, entertainment-related and broader persuasive characteristics, this study examines whether recognition-oriented cognitive responses—attention, message clarity and brand recall—relate to consumer engagement and purchase intention. By isolating these cognitive responses from broader meme characteristics and behavioural outcomes, the study offers a more specific understanding of cognition’s role in low-involvement digital environments. The study examines the relationship between these cognitive responses and consumer engagement and purchase intention. The study collected 460 responses, of which 400 valid questionnaires were retained after data screening. The study analysed data using descriptive statistics, reliability analysis and regression analysis. The results show that cognitive involvement with meme-based brand communication is moderate, with message clarity scoring higher than attention and brand recall. However, cognitive responses showed weak, statistically non-significant associations with engagement and purchase intention. The findings further develop the cognitive component of the Stimulus–Organism–Response (S–O–R) framework by showing that recognition-oriented cognitive responses can support message recognition and understanding without necessarily translating into stronger behavioural intentions. The results provide theoretical insight into the role of cognition in meme-based persuasion and practical implications for balancing informational clarity and entertainment in digital communication strategies.