02186nam a22002777a 4500 9825 OCLRC 20260730103754.0 230131t xxu||||| |||| 00| 0 eng d OCLRC T 658 2020 0115 Bandelaria, Alyanna Patricia Kwentong Jollibee: impact of hugot marketing to Filipino consumer behavior/ Alyanna Patricia Bandelaria, Kliah Crizel T. Berame, Rhea May S. Funa, Ugiel Z. Gabinete. Parañaque CIty: Olivarez College, 2020 Undergraduate Thesis Kwentong Jollibee (Jollibee Stories) featured "universal themes" of love with their trilogy videos for Valentine's Day which the Filipino audience instantly got attached to because the videos have a relation with their culture. This study explores how Jollibee Foods Corporation's (JFC) cleverly execution of its hugot marketing advertisements which became an instant phenomenal hit amassing millions of viewers on various platforms like Facebook and Youtube. A new trend in advertising, Kwentong Jollibee has showcased the use of social media being a new platform for brand awareness. This study's triangulation was done through document analysis of articles and public write ups about Kwentong Jollibee and nine in-depth interviews of the consumers and Facebook comments which were used to gain credible information and were analyzed through critical discourse analysis. These were also done to narrate the story of Filipino consumers and marketers in the context of the marketing model advertising. The findings suggest that creating a marketing model to help JFC and other businesses truly understand the impact of hugot marketing and its effectiveness to Filipino consumers. The findings also imply that by using this model Jollibee sustained the viewership of these kinds of videos throughout the years. Hugot marketing. Kwentong jollibee. Jollibee foods corporation. Facebook. Youtube. Berame, Kliah Crizel T. Funa, Rhea May S. Gabinente, Ugiel Z. THES T 658 2020 0115 9825 9825 0 0 0 0 LRC GR 2026-07-30 0 T 658 2020 0115 2026-07-30 10:37:54 2026-07-30 THES