El uso de memes en la promoción de emprendimiento de estudiantes de Comunicación de la ULEAM.

Abstract

he use of memes in digital communication has gained relevance as a marketing strategy that fosters audience interaction and loyalty. However, their application in the promotion of student-led ventures remains limited. This research aimed to analyze the impact of the strategic use of memes in the promotion and positioning of student ventures in the Communication program at ULEAM. Using a mixed-methods approach, surveys were conducted with 96 students in their seventh and eighth semesters, and interviews were carried out with entrepreneurs who incorporate memes into their digital communication. The results indicate that while most students recognize the potential of memes, doubts persist regarding their effectiveness. A total of 76.4% consider their use in entrepreneurship to be beneficial, while 44.4% warn that improper application could undermine brand trust. The qualitative analysis showed that the success of meme marketing depends on its alignment with the business identity and audience segmentation. The case of BrunobyAlessa demonstrated that memes can strengthen audience engagement, while PAMADANI emphasized the importance of planned use to avoid negative effects. It is concluded that memes represent a viable strategy for student ventures if implemented strategically and in alignment with the brand’s values and objectives.