TY - GEN
T1 - When Virality Builds Brands
T2 - International Conference on Communication and Applied Technologies, ICOMTA 2025
AU - Irala, Valeria
AU - Arbaiza, Francisco
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
PY - 2026
Y1 - 2026
N2 - This study analyzes the effectiveness of experiential marketing and the strategies of buzz marketing, Word of Mouth (WOM), and electronic Word of Mouth (eWOM) in Burger King’s 2024 “Kiss Day” campaign, aimed at improving brand perception and fostering consumer engagement. Using a qualitative case study approach, the research examined consumer experiences and perceptions through semi-structured interviews and social media content analysis. The findings show that the combination of positive emotions and active participation was associated with greater campaign’s virality and improved brand recall. However, the initiative demonstrated limited effect on long-term loyalty among non-regular customers. The study concludes that integrating experiential marketing with digital strategies can expand the reach and effectiveness of campaigns, offering key insights for future advertising efforts in the fast-food industry.
AB - This study analyzes the effectiveness of experiential marketing and the strategies of buzz marketing, Word of Mouth (WOM), and electronic Word of Mouth (eWOM) in Burger King’s 2024 “Kiss Day” campaign, aimed at improving brand perception and fostering consumer engagement. Using a qualitative case study approach, the research examined consumer experiences and perceptions through semi-structured interviews and social media content analysis. The findings show that the combination of positive emotions and active participation was associated with greater campaign’s virality and improved brand recall. However, the initiative demonstrated limited effect on long-term loyalty among non-regular customers. The study concludes that integrating experiential marketing with digital strategies can expand the reach and effectiveness of campaigns, offering key insights for future advertising efforts in the fast-food industry.
KW - Brand Perception
KW - Buzz Marketing
KW - Electronic Word of Mouth (eWOM)
KW - Experiential Marketing
KW - Word of Mouth
UR - https://www.scopus.com/pages/publications/105027282952
U2 - 10.1007/978-3-032-09911-2_24
DO - 10.1007/978-3-032-09911-2_24
M3 - Contribución a la conferencia
AN - SCOPUS:105027282952
SN - 9783032099105
T3 - Smart Innovation, Systems and Technologies
SP - 236
EP - 246
BT - Communication and Applied Technologies - Proceedings of ICOMTA 2025
A2 - López-López, Paulo Carlos
A2 - Vernier, Matthieu
A2 - Freundt-Thurne, Úrsula
A2 - Ibáñez, Daniel Barredo
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 2 September 2025 through 4 September 2025
ER -