Virality Campaign and Brand Community Strategy to Force Business Growth

Reza Anjelina and Ita Prihatining Wilujeng ()
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Reza Anjelina: Universitas Negeri Malang
Ita Prihatining Wilujeng: Universitas Negeri Malang

A chapter in Proceedings of the 8th International Research Conference on Economic and Business (IRCEB 2024), 2025, pp 81-89 from Springer

Abstract: Abstract Nowadays, the use of social media is increasing rapidly. It gives alternative ways to disseminate information. Marketers are required to be aware of all accelerating trends that are consumed by the wider community. Contents marketing in social media platforms is used as a virality campaign and brand community strategy. Creating the right campaign is one of the effective communication patterns. Otherwise, a brand community created by a company can create positive and profitable for the company and customers in the community. Dominantly, the benefits are obtained by customers in the community, such as awareness of the product, services, or company. The companies can use the brand community strategy to increase their brand identity. Moreover, this article focuses on the objectives and strategy of social media content campaigns and brand communities that encourage business growth. This research provides in-depth information regarding strategy and supporting factors, which are implemented effectively to support business growth.

Keywords: Strategy Virality Campaign; Content Marketing; Brand Community (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-722-9_8

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