Effect of Meme-Based Advertising on Brand Loyalty Among Instagram Users in Benin City

Abstract

Social media platforms, particularly Instagram, have transformed contemporary advertising by enabling brands to use meme-based content to engage audiences through humour, relatability, and cultural relevance. Despite its growing adoption, there is limited empirical evidence on whether meme-based advertising translates into sustained brand loyalty, especially among users in specific local contexts such as Benin City. This study examined the effect of meme-based advertising on brand loyalty among Instagram users in Benin City, focusing on exposure level, user perception, and its influence on loyalty behaviour. It was anchored in the Uses and Gratification Theory. The study adopted a descriptive survey design, with a sample size of 384 determined using Cochran’s formula, of which 352 valid responses were returned and analysed. Data were collected using a structured questionnaire and analysed with descriptive statistics. Findings revealed that Instagram users in Benin City are highly exposed to meme-based advertising and perceive it as more engaging, relatable, and attention-grabbing than traditional advertising. However, while meme-based advertising positively influences emotional attachment, interaction, and brand preference, its effect on long-term brand loyalty is moderate and unstable. The study concludes that meme-based advertising is more effective as an engagement and brand visibility tool than as a standalone driver of sustained brand loyalty. It recommends that brands integrate meme strategies with consistent branding, informational content, and broader relationship-building approaches to achieve lasting consumer commitment.