The Impact of Viral Marketing through Social Media on BCD’s Consumer Brand Knowledge

Abstract

Due to the continous increase in viral marketing’s popularity phenomenon that causes viral marketing to later become a strategic requirement for marketers worldwide, a necessity to assess the effectiveness of viral marketing in achieveing its objectives in leveraging brand and products has emerged. This research was accomplished to study the impact of viral marketing through social media on consumer brand knowledge of a franchised Taiwanese bubble tea company, BCD. The company  utilizes viral marketing through social media platforms to boost consumer brand knowledge. Therefore understanding the impact of viral marketing on consumer brand knowledge will help derive the most effective management approaches for the company.  
The different social media platforms examined are Facebook, Twitter and Instagram. In total, data from 134 respondents was gathered through simple random sampling and further
analyzed using the multiple regression method. The results concluded that  the company’s  viral marketing activities  through social media simultenously have significant impact on  its consumer brand knowledge and individually does not give significant impact to  the company’s  consumer brand knowledge.  
 
Keywords: Viral Marketing, Social Media, Consumer Brand Knowledge, Platform