The Study of Development In ‘Joke’ Marketing: From the Point of KFC ‘Crazy Thursday’
DOI:
https://doi.org/10.54691/bcpbm.v38i.3664Keywords:
AISAS; ‘joke’ marketing; Viral marketing.Abstract
This paper is a research about the activity ‘Crazy Thursday’ in KFC. This activity has created immense popularity in China, which has become a hot Network phenomenon. The paper tries to discover the secret of success behind ‘Crazy Thursday’. It takes the customers of KFC as the object of research to explore the influence of ‘Crazy Thursday’ on consumers' intention to purchase KFC. The study collects data through an online questionnaire survey and conducts statistical analysis on the collected samples by using SPSS26.0. The results refer to the theories found in the related literature, the interview taken during the study and the questionnaire survey. It can be concluded that the degree of interest in ‘joke’ and action in purchasing are the two main influencing factors in the marketing effect of ‘joke’. Consumers' interest in the joke and their willingness to interact with ‘Crazy Thursday’ have a significant positive relationship with consumers' final purchase intention. A brief discussion on the development of joke marketing will be completed in the following content.
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