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Quite recently, marketers have used memes because they entice customers’ attention. It serves as a means to have a dialogue between customers and companies. Some companies would even hire people to browse the internet for relevant memes. The emergence of Generation Z, who are digital natives, has brought significant changes to how businesses interact with their target audience. One potential strategy is to use digital memes as a marketing tool to engage them. The study, using 271 respondents, investigates the use of the aforementioned tool to determine its appropriateness in lead generation based on the Attention, Interest, Desire, Action (AIDA) model. Using the software Analysis of Moment Structures (AMOS), a descriptive exploratory design using Structural Equation Modeling (SEM) was used to investigate the relationship between the different variables in the study. The findings show that attention impacts interest, interest influences desire, and desire significantly affects action at a significance level of p < 0.01. The study revealed that Digital memes are an effective tool that can be utilized to generate leads. Businesses can use digital memes to engage with the Generation Z segment. However, prudence in creating memes must align the message with corporate values and be relevant to the target audience.

Although e-commerce is being utilised, its application expanded exponentially during the pandemic due to government restrictions on mobility. Most of the existing literature points to the effect of perceived usefulness and ease of use toward attitudes that affect the intention to use technology. Issues surface relative to the effect of customers' trust in the system and the risks involved. Using Structural Equation Modelling (SEM), the study aimed to investigate the effect of these factors on users' intention to use online shopping. Specifically, it looks into the effect of trust and risk on attitude and intention. Results established that trust affects attitude but not intention, while risk did not significantly affect both. With the online experience over time, consumers generally view e-commerce as easy and useful, especially in acquiring significant information about the product and services and navigating through e-commerce tools. The respondents are aware that there is risk in online transactions such that they prefer to pay cash or GCash upon delivery. However, the effect of risk was not supported partly due to the mobility restrictions during the pandemic. This highlights the need to improve e-commerce designs for consumer protection and more pronounced government policies on online transactions.