FHSS | Frontiers in Humanities and Social Sciences
← Back to Volume 3, Issue 10

Analysis of Viral Communication Characteristics in Social Media Platforms: Taking KFC’s ‘Crazy Thursday’ Marketing Videos on Chinese Video-sharing Platform Bilibili.com as an Example

Zhenglang Wang
Vol. 3, No. 10, pp. 109-114, 2023 DOI: 10.54691/fhss.v3i10.5692 October 23, 2023
Download PDF
Abstract.The article mainly adopts the case study approach with a specific focus on the ‘Crazy Thursday’ marketing campaign conducted by the fast-food brand KFC, which gained significant popularity on various Chinese social media platforms by the end of 2021. This study analyses the viral communication phenomenon of the ‘Crazy Thursday’ related video content on Bilibili.com, one of the most popular video-sharing platforms on the Chinese Internet. It also examines new features of “viral marketing” within the context of participatory Internet from the perspective of communication strategies and highlights several significant factors that require attention in implementing viral marketing, aiming to offer guidelines to advertising researchers.
Keywords. Communication Studies; Viral Communication; Viral Marketing; Marketing Strategies; Social Media; Chinese Internet; Marketing Studies; Advertising Studies; KFC.
APA Citation Zhenglang Wang (2023). Analysis of Viral Communication Characteristics in Social Media Platforms: Taking KFC’s ‘Crazy Thursday’ Marketing Videos on Chinese Video-sharing Platform Bilibili.com as an Example. Frontiers in Humanities and Social Sciences, 3(10), 109-114. https://doi.org/10.54691/fhss.v3i10.5692

References

  1. Welker, C. B. (2002). The paradigm of viralcommunication. Information Services & Use, 22(1):3–8.
  2. Li, L.Y. (2018) Speech and construction: Critical communication of contemporary Chinese architecture in the mass media. Tongji University Press, Shanghai.
  3. Dong, X.Y. (2012). A study on viral communication of Weibo. Thesis of Shenzhen University, 68.
  4. Jiupai News. (2022). Scholars talk about the popularity of KFC's "Crazy Thursday Literature": low threshold of creation, satisfying social attributes, and uncontrollable to a certain extent. https://baijiahao.baidu.com/s?id=1738315885809261101&wfr=spider&for=pc.
  5. Wilson, R.F. (2018). The Six Simple Principles of Viral Marketing. https://www.practicalecommerce. com/viral-principles.
  6. Liu, M. (2017) From the "Lan shou Xiang Gu" to the characteristics of viral communication of network buzzwords. Media Observation., 02:37-39.
  7. Yao, R. (2019). An introduction to the viral communication of short videos: Taking Douyin celebrity Li Jiaqi as an example. News Communication., 14:145-147.
  8. Wang, L.X. (2020). Minimalism socialisation. Taibai Literature Press, Xi an.