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All Journal Mandalika Journal of Business and Management Studies
Nurul Annisa Aprianti
Universitas Negeri Jakarta, Indonesia
Decision Sciences, Operations Research & Management

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From Viral to Vital Business Strategy Amidst the Social Media Trend Explosion Nurul Annisa Aprianti
Mandalika Journal of Business and Management Studies Vol 1 No 2 (2023): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v1i2.236

Abstract

Amid the explosion of social media trends, the phenomenon of viral content has drastically changed the digital marketing landscape. Content that is able to spread quickly through social networks not only creates momentary popularity but also holds strategic potential for sustainable business growth. This study aims to explore how viral content can be transformed into a vital business strategy that has a long-term impact on companies. Using a qualitative approach with a literature study method, this study analyzed ten selected scientific articles that discuss elements of viral marketing, social media communication strategies, and their impact on consumer loyalty and competitive advantage. The results of the study show that elements such as emotional narratives, digital trust, collaboration with influencers, and strategic content management are the main factors in the success of viral marketing. Furthermore, the transformation from viral to vital requires a strong digital infrastructure, integration with CRM systems, and careful use of social media algorithms. These findings provide insight for business actors to not only pursue popularity in cyberspace but also build a solid business foundation through targeted virality management. This study also opens up new space for the development of value-based marketing strategies and long-term relationships with consumers.
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