000			02186nam a22002777a 4500
001			9825
003			OCLRC
005			20260730103754.0
008			230131t xxu||||| |||| 00| 0 eng d
040			_aOCLRC
082			_aT 658 2020 0115
100			_aBandelaria, Alyanna Patricia
245			_aKwentong Jollibee: _b impact of hugot marketing to Filipino consumer behavior/ _cAlyanna Patricia Bandelaria, Kliah Crizel T. Berame, Rhea May S. Funa, Ugiel Z. Gabinete.
260			_aParañaque CIty: _bOlivarez College, _c2020
502			_aUndergraduate Thesis
520			_aKwentong 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.
650			_aHugot marketing.
650			_aKwentong jollibee.
650			_aJollibee foods corporation.
650			_aFacebook.
650			_aYoutube.
700			_aBerame, Kliah Crizel T.
700			_aFuna, Rhea May S.
700			_aGabinente, Ugiel Z.
942			_cTHES _jT 658 2020 0115
999			_c9825 _d9825