When Virality Builds Brands: The Power of eWOM in Digital Campaigns

Irala V.; Arbaiza F. · Smart Innovation, Systems and Technologies (2026) · DOI: 10.1007/978-3-032-09911-2_24

Resumen

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. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad Peruana de Ciencias Aplicadas