Analysis of Viral Campaign Strategies on the TikTok Platform In Increasing Engagement, Branding, and Intention to Study

  • Authors

    • Trufi Murdiani Digital Business, Institute of Informatics and Business Darmajaya Lampung, Indonesia
    • Muhamad Ariza Eka Yusendra Digital Business, Institute of Informatics and Business Darmajaya Lampung, Indonesia
    • Niken Paramitasari Digital Business, Institute of Informatics and Business Darmajaya Lampung, Indonesia
    • Ari Purnomo Digital Business, Institute of Informatics and Business Darmajaya Lampung, Indonesia
    • Salsabila Saibah Digital Business, Institute of Informatics and Business Darmajaya Lampung, Indonesia
    https://doi.org/10.14419/bxx6ft76

    Received date: December 9, 2025

    Accepted date: January 26, 2026

    Published date: February 13, 2026

  • Viral Marketing; TikTok; Attractive Content; Engagement; Brand Image; Higher Education Marketing

  • Abstract

    The rapid digital transformation has significantly reshaped marketing strategies in higher education, demanding institutions to adopt innova-‎tive approaches that align with the media habits of Generation Z. This study aims to analyze the effectiveness of viral marketing strategies on ‎TikTok in increasing digital brand engagement, strengthening institutional brand image, and enhancing students’ intention to enroll at the ‎Institute of Informatics and Business (IIB) Darmajaya. Theory in the Stimulus–Organism–Response (SOR) framework faces the conceptu-‎alization of TikTok’s viral marketing through hedonic, functional, aesthetic, social interaction, and self-identity values that influence cogni-‎tive–affective responses (digital engagement and brand image), leading to behavioural intention (intention to enroll). Using a quantitative ‎approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) on 166 respondents aged 15–20 years, the results reveal that ‎all five psychological dimensions significantly contribute to viral marketing effectiveness. Viral marketing exerts a strong and positive impact on digital brand engagement (T-stat = 23.542; f² = 1.398), while digital engagement mediates the relationship between viral marketing ‎and brand image (T-stat = 16.594). Furthermore, brand image demonstrates a significant influence on the intention to enroll (T-stat = ‎‎16.594; f² = 0.827). The model explains 58% of the variance in brand image, 58% in digital brand engagement, and 44.9% in the intention ‎to enroll, confirming a medium-to-strong predictive power. Theoretically, this study extends the SOR frameworks into the realm of higher ‎education marketing, emphasizing the emotional and social contagion mechanisms that drive digital engagement and institutional branding. ‎Practically, the findings suggest that universities must design emotionally resonant, socially interactive, and identity-based TikTok campaigns to transform virality into meaningful engagement and real enrollment intention‎.

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  • How to Cite

    Murdiani, T., Eka Yusendra, M. A. ., Paramitasari, N. ., Purnomo, A. ., & Saibah, S. . (2026). Analysis of Viral Campaign Strategies on the TikTok Platform In Increasing Engagement, Branding, and Intention to Study. International Journal of Accounting and Economics Studies, 13(2), 108-116. https://doi.org/10.14419/bxx6ft76