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The Impact of Viral Marketing Collateral on Brand Image: “#KwentongJollibee” Advertisement

Author

Listed:
  • Van Kevin Li

    (Marketing Management, University of Santo Tomas, Philippines)

  • Patricia Alexandria Ongpauco

    (Marketing Management, University of Santo Tomas, Philippines)

  • Janine Therese Rubante

    (Marketing Management, University of Santo Tomas, Philippines)

Abstract

Viral marketing is one of the essential strategies of businesses during promotional campaigns. Many companies have successfully used viral marketing as a profitable and effective marketing strategy. However, information regarding factors and elements that impact viral marketing remains unclear and how this viral marketing campaign influences customer perception. Drawing from Porter’s theory of competitive advantage and the Associative learning theory, this paper seeks to investigate the effect of the viral marketing campaign on customer perception and examine the impact of the factors and elements on viral marketing collateral utilized in advertising a company's product offerings by using a descriptive and correlational paradigm. From the digitally conducted questionnaire with 385 respondents, the results show that viral marketing collateral and its several elements and factors are significant in fortifying a company's brand image, thus positively impacting customer perception.

Suggested Citation

  • Van Kevin Li & Patricia Alexandria Ongpauco & Janine Therese Rubante, 2022. "The Impact of Viral Marketing Collateral on Brand Image: “#KwentongJollibee” Advertisement," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(1), pages 264-272, January.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2993
    DOI: 10.32996/jbms.2022.4.1.28
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