Memes as a tool of anti-crisis marketing

This research paper investigates the phenomenon of meme marketing and studies the peculiarities of the essence of memes. The advantages of using memes by companies during the crisis are given. The paper attempts to assess the degree of impact of humour on the consumer and his attitude to the advertised product through a mass survey. The most successful and outstanding cases of using memes by brands are analysed and described. Recommendations on the creation and use of memes as a marketing tool are presented.