Exploring Viral Marketing Strategies in the Restaurant Industry: A phenomenological study
Keywords:
Viral Marketing, Social media, Cost effectiveness, Brand awarenessAbstract
This study explores viral marketing's impact on the restaurant industry, employing a phenomenological, qualitative approach. In-depth interviews with restaurant operators revealed social media's pivotal role, highlighting its cost-effectiveness and broad reach. The research investigated various viral elements like campaigns, visuals, and hashtags, as well as influencer marketing and word-of-mouth. Findings emphasize viral marketing as a potent brand promotion tool, underscoring the importance of building connections and trust through personalized content. This study offers practical insights for restaurant entrepreneurs, advocating adaptable marketing strategies. Future research should further explore the interplay of social media, word-of-mouth, and influencer marketing in this dynamic sector.
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Copyright (c) 2025 Ana Batrisyia Azman , Mohd Aliff Abdul Majid , Ahmad Shakani Abdullah , Muhammad Afnan Mahusain, Khairun Najihah Sabri
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