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.