Revenue Journal: Management and Entrepreneurship, vol. 1 (2), pp. 142-150, 2024
Received 15 August 2023 / published 15 Jul 2024
https://doi.org/10.61650/rjme.v2i1.274

Viral Marketing: Mixue the King of
Snow Ice Cream—How does this
franchise affect the market?
Endang Sungkawati 1*, Dwi Rizki Novitasari 2, and Salah Ben Hamad 3
1 Wisnuwardhana University Malang, Indonesia
2 Assyfa Learning Center (YALC) Foundation Pasuruan, Indonesia
3 Country of Salah Ben Hamad Aliraqia University College of Administration and Economics, Iraq

* Corresponding author: endang_sung@yahoo.com

KEYWORDS
Ice Cream Brands
Mixue
Viral
Viral Marketing

ABSTRACT The food and beverage (F&B) industry in Indonesia is experiencing rapid growth with an
estimated increase of five to seven percent by the end of 2023. One of the main players attracting
attention is Mixue, a snow ice cream franchise that has utilized viral marketing strategies to expand
its market share. the market. This research aims to analyze the impact of Mixue's viral marketing
strategy on consumer interest and purchasing behavior in the Indonesian market. Using a qualitative
descriptive approach, this research combines literature analysis from scientific journals published in
the last five years. Data was collected through searches on Google Scholar, Vosviewers, Harzing's
Publish, or Perish, with the keywords: "viral marketing", "ice cream franchise", "Mixue", and
"consumer purchasing behavior". The research results show that Mixue's viral marketing strategy is
successful in increasing brand image and brand awareness, which in turn has a significant impact on
consumer interest and purchasing behavior. Additionally, the study found that the combination of
product uniqueness and innovative marketing techniques played an important role in Mixue's success
in the market.
© The Author(s) 2024

1. INTRODUCTION
In recent years, the food and beverage (F&B)
industry in Indonesia has shown significant
development (Amperawati, 2024; Correia, 2023).
This growth was driven by an increase in people's
purchasing power and changes to a more modern
and practical lifestyle (Malodia, 2022; Marín, 2020;
Souto, 2020). However, amid increasingly fierce
competition, the main challenge faced by business
actors is how to create effective and innovative
marketing strategies to attract consumer interest

(Dhounchak, 2023; Tu, 2022; T. Zhang, 2022).
Previous research has shown that conventional
marketing is often not effective enough in reaching
more digitally connected millennial and Gen Z
consumers (Bene, 2022; Krishnan, 2022; Taufik,
2022).
One of the main challenges in previous research is the
lack of understanding of how viral marketing
strategies can be implemented effectively in the

context of ice cream franchises. For example,
research conducted by Smith et al. (2020) show that
although there is a lot of potential in viral
marketing, many companies fail to utilize this
strategy optimally due to a lack of knowledge about
the dynamics of social media and consumer
behavior on digital platforms. In addition, research
by Johnson and Lee (2019) highlights that the
success of viral marketing is highly dependent on
the uniqueness of the product and the company's
ability to create content that is engaging and easy to
publish.
In recent years, the food and beverage (F&B)
industry in Indonesia has shown significant growth.
With an estimated increase of five to seven percent
by the end of 2023, this sector is one of the
promising pillars of the economy. One player that
has managed to attract attention in the industry is
Mixue, a snow ice cream franchise that has utilized
viral marketing strategies effectively. This research
is important because it can provide in-depth insight
into how viral marketing strategies can influence
consumer interest and purchasing behavior (Mora,
2021; Robles, 2020), especially in the dynamic
Indonesian market context.
Mixue's viral marketing strategy has succeeded in
creating a buzz among consumers, which in the
audience increases brand awareness and image.
Mixue's success lies not only in the uniqueness of its
product but also in its ability to utilize social media
and other digital platforms as a powerful marketing
tool. For example, creative and easily disseminated
marketing campaigns have helped Mixue attract
widespread attention. Empirical evidence from
scientific journals shows that viral marketing can
significantly increase consumer engagement and
influence purchasing decisions (Cheng & Liu, 2020;
Zhang et al., 2021).

competitors to overcome (Kim & Ko, 2012; Kaplan &
Haenlein, 2011). Thus, this research will not only
provide an overview of the impact of viral marketing
on Mixue but will also offer broader insight into
marketing strategies that can be implemented by
other companies in the F&B industry in Indonesia.
This research is important because it tries to fill this
gap by focusing on Mixue, a snow ice cream franchise
that has successfully utilized viral marketing
strategies to expand its market share in Indonesia.
Using a qualitative descriptive approach, this
research will not only analyze the impact of these
strategies on consumer interest and purchasing
behavior but will also identify the key factors that
contribute to Mixue's success. Through literature
analysis and empirical data, it is hoped that this
research can provide useful insights for other F&B
business actors in developing more effective and
innovative marketing strategies.

2. METHODS
This research uses a qualitative descriptive method
to analyze the impact of Mixue's viral marketing
strategy on consumer interest and purchasing
behavior in the Indonesian market. This method was
chosen because it can provide a deep understanding
of the phenomena that occur and allows
comprehensive analysis of existing data. The steps of
this research are explained systematically as follows:
1. Determining Research Topics and Problems
Researchers started by determining research topics
that were relevant to viral marketing trends in the
F&B industry, especially in the Mixue ice cream
franchise (Abri, 2020; Pourkarim, 2022). Problem
identification was carried out through initial
observations and a literature review regarding the
impact of viral marketing on consumer behavior.

In today's digital era, viral marketing has become
one of the most effective strategies for expanding
market share and increasing brand awareness (Cho,
2020; Gulati, 2022). One interesting example of
implementing this strategy is Mixue, a snow ice
cream franchise that has succeeded in attracting the
attention of consumers in Indonesia (Setiawan,
2020; Shatnawi, 2024). This research aims to dig
deeper into how Mixue utilizes viral marketing to
position itself in the market and what impact it has
on the F&B industry in Indonesia.

2. Secondary Data Collection

Furthermore, this research will also highlight how
Mixue has succeeded in positioning itself in the
market through a combination of product
uniqueness and innovative marketing techniques
(Ghayoori, 2021; Shao, 2022; Tavasoli, 2021).
Previous studies show that this combination can
create competitive advantages that are difficult for

3. Data Analysis

Secondary data was collected from various sources
that have been published in the last five years
(Sharma, 2020). Searches were carried out through
databases such as Google Scholar, Vosviewers, and
Harzing's Publish or Perish using the keywords:
"viral marketing", "ice cream franchise", "Mixue", and
"consumer purchasing behavior". Relevant literature
is selected based on inclusion criteria such as topic
relevance, research methods used, and validity of
research results.

The data collected was collected using a thematic
approach to identify patterns and themes that
emerged from the selected literature (Çakirkaya,
2024; Yu, 2020). This analysis includes mapping the
main concepts related to Mixue's viral marketing

REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 1(2): 1 4 2 - 1 5 0

143

strategy and its impact on consumer behavior.

5. Presentation of Results

4. Data Validation and Triangulation

The research results are presented in narrative form
which describes the impact of Mixue's viral
marketing on brand image, brand awareness, and
consumer purchasing behavior. This finding is
supported by empirical evidence from previous
studies which shows the success of viral marketing
strategies in increasing sales and consumer loyalty.

To ensure the validity of the data, researchers
carried out triangulation by comparing findings
from various literature sources. Validation is also
carried out by reviewing the findings against
existing marketing theories and consumer
behavior.

Table 1: Research Steps
No.
1.
2.
3.
4.
5.

Research Steps
Determining Topics and
Problems
Secondary Data Collection
Data analysis
Data Validation and
Triangulation
Presentation of Results

Description
Determine relevant topics and identify problems through observation and
literature review.
Collecting data from sources that have been published in the last five years.
Analyze data using a thematic approach to identify main patterns and themes.
Comparing findings from various sources to ensure the validity of the data.
Presenting the results of the analysis in narrative form supported by empirical
evidence.

With this systematic and detailed method, the
research is expected to provide comprehensive
insight into the impact of Mixue's viral marketing
strategy on the ice cream market in Indonesia.

3. RESULT AND DISCUSSION
3.1 Effect of Viral Marketing on Brand Awareness
Brand awareness is an important foundation in
marketing
strategy,
especially in
highly
competitive industries such as food and beverage.
Viral marketing, which leverages the power of
social media and engaging content, has proven to
be an effective tool for increasing brand

awareness. Mixue, as one of the fastest-growing ice
cream franchises in Indonesia, has successfully
utilized this strategy to expand its reach and
increase the appeal of its products.
The study by Zhang et al. (2021) shows that effective
social media campaigns can increase brand
awareness up to 30% higher compared to
traditional marketing methods. This research
highlights the importance of using platforms such as
Instagram, TikTok, and Facebook to reach a wider
audience at a relatively low cost. This is also
supported by research from Kotler and Keller
(2020) which shows that viral content can create
significant buzz, which in turn increases brand
visibility and awareness.

Table 2: Effect of Viral Marketing on Brand Awareness in Several Countries
Country
Increase in Brand Awareness (%)
Reference Study
United States of America
35%
Smith et al. (2019)
China
40%
Zhang et al. (2021)
Indonesia
30%
Priyanto & Anwar (2022)
India
28%
Gupta & Mehta (2020)

According to Priyanto and Anwar (2022), in
Indonesia, Mixue's viral marketing which utilizes
trends and memes on social media has succeeded
in attracting the attention of young consumers
(Castiglione, 2021; Morărescu, 2020), who are
their main market segment. This is in line with
Gupta and Mehta's (2020) findings in India, which
show that relevant and interesting content can
increase consumer engagement, which ultimately
increases brand awareness.
In conclusion, viral marketing is a very effective
strategy for increasing brand awareness. The
combination of interesting content, the use of
social media (Fox, 2020; Jendoubi, 2020), and a
deep understanding of consumer behavior is the
key to Mixue's success in expanding its market
144

share in Indonesia (Fard, 2020; Putri, 2020). This
research underlines the importance of innovation
and adaptation in marketing strategies to achieve
optimal results.
3. 2 Increasing Consumer Interest through Viral
Content
Viral content can create hype among consumers,
which in turn increases interest in the product.
Mixue has succeeded in creating interesting and
relevant content for its target market so that
consumer interest in trying its products has
increased significantly (Sungkawati et al., 2024;
Zehmakan, 2024). This company uses various social
media platforms such as Instagram, TikTok, and
YouTube to spread humorous, informative, and
Viral Marketing: … / Sungkawati, E. et al

entertaining content. With this approach, Mixue
can attract the attention of the millennial
generation and Gen Z, which are known to be the
most active groups on social media.
According to research conducted by Lee and Hong
(2020), interesting viral content can increase
consumer interest by up to 25%, especially among
the millennial generation and Gen Z. This is

confirmed by research conducted by Smith and Zook
(2011), who found that the success of a viral
marketing campaign is greatly influenced by the
quality of the content and its relevance to the target
audience. They noted that content capable of
containing emotional and entertaining elements
tends to be easier to distribute and gain public
attention.

Table 3: Increased Consumer Interest Through Viral Content in Several Countries
Studies/References
Increase in Consumer
Dominant Age
Interest (%)
Group
South Korea
Lee & Hong (2020)
25%
Millennials and
Gen Z
United States of
Smith & Zook (2011)
20%
Millennials and
America
Gen Z
Indonesia
Rahman & Aditya
22%
Millennials and
(2022)
Gen Z
Country

From the table above, it can be seen that increasing
consumer interest through viral content is not only
a phenomenon that occurs in Indonesia but also in
various other countries such as South Korea and
the United States. These studies show a consistent
pattern where millennials and Gen Z are the groups
most responsive to viral content. This emphasizes
the importance for companies like Mixue to
continue to innovate in creating content that is
engaging and relevant to their target audience.
Previous studies also explain that product
uniqueness and the ability to create an interesting
story are key factors in the success of viral
marketing. For example, Mixue not only markets
its ice cream as a product but also as part of a fun
and modern lifestyle, which is very attractive to the
younger generation. The combination of
innovative products and creative marketing
strategies has proven effective in increasing
consumer interest and purchasing behavior in the
Indonesian market.
3. 3 The Influence of Product Uniqueness on
Purchasing Behavior
The uniqueness of Mixue products, such as
innovative ice cream flavors and affordable prices,

plays an important role in attracting consumers. This
uniqueness makes consumers feel that Mixue
products are different from others driving purchasing
behavior. Unique products have their charm which
makes consumers more interested in trying them and
even becoming loyal customers.
Research from Kim and Park (2019) shows that
products that consumers consider unique are 40%
more likely to be purchased compared to products
that are considered ordinary. This study observes
consumer behavior in South Korea, where product
uniqueness is one of the determining factors in
purchasing decisions. This research also emphasizes
the importance of product innovation and
differentiation in creating a strong attraction for
consumers.
Additionally, research by Zhang et al. (2020) in China
revealed that product uniqueness influences
customer loyalty. In this study, it was found that
unique products not only increase consumers' initial
interest but also encourage repeat purchases. The
researchers suggest that companies must continue to
innovate their products to maintain and increase
market share.

Table 4: Effect of Product Uniqueness on Purchasing Behavior in Several Countries
Country
Researcher
Key Findings
Percentage Increase
in Purchases
South
Kim and Park
Unique products are 40% more
40%
Korea
(2019)
likely to be purchased
China
Zhang et al.
Product uniqueness increases
Not mentioned
(2020)
customer loyalty and repeat
purchases
Indonesia
This research
The uniqueness of Mixue products
Not mentioned
increases consumer interest and
purchasing behavior

From the table above, it can be seen that product
uniqueness does have a significant influence on
consumer purchasing behavior in various countries
REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 1(2): 1 4 2 - 1 5 0

(Kaur, 2022; Lei, 2020). In Indonesia, Mixue's
marketing strategy which utilizes the uniqueness of
the product has proven to be effective in attracting
145

consumer interest (Gao, 2020; Utakaeva, 2020).
This is in line with the findings of Kim and Park
(2019) and Zhang et al. (2020) which shows the
importance of product innovation in creating
attraction for consumers.
The uniqueness of Mixue products, such as
innovative ice cream flavors and affordable prices,
makes consumers feel like they are getting more
value from their purchases. In this way, companies
can continue to maintain and increase customer
loyalty through continuous product innovation.
Overall, this research confirms that product
uniqueness is one of the key factors in influencing
consumer purchasing behavior. Mixue, with its
smart viral marketing strategy, has succeeded in
exploiting the uniqueness of its product to expand
its market share in Indonesia.
3.4 The Role of Influencers and UGC (User-Generated
Content) in Marketing
3.4.1. The Role of Influencers in Viral Mixue
Marketing

audience and increasing brand awareness. Influencers
can create a more personal relationship with their
followers so that their messages are better received. A
study by Ki and Kim (2019) shows that
recommendations from trusted influencers can increase
consumer purchase intentions by up to 60%. In
Indonesia, local influencers such as food bloggers and
celebs are often invited to subscribe and review Mixue
products, which are then shared with their followers via
social media platforms.
3.4.2. The Role of User-Generated Content (UGC) in
Viral Mixue Marketing
User-generated content (UGC) plays an important role
in Mixue's marketing strategy. UGC includes various
forms of consumer-generated content, such as photos,
videos, and reviews shared via social media. The
authenticity and spontaneity of UGC provide more
convincing testimonials to potential consumers than
company-produced content. Hennig-Thurau et al.
(2020) found that UGC can increase engagement rates
up to 50% higher than company content. In China, for
example, UGC on platforms like Weibo has helped Mixue
reach younger and more diverse consumers.

The use of influencers in Mixue's viral marketing
strategy has proven effective in reaching a wider
Table 5: Empirical Study of the Role of Influencers and UGC in Marketing
Studies
Location
Key Findings
Ki and Kim (2019)
South Korea
Influencer recommendations increase
purchase intent by up to 60%.
Hennig-Thurau et al.
(2020)

German

UGC increases engagement rates up to
50% higher than company content.

Jin and Phua (2014)

United States of
America

Positive UGC can improve brand image
and consumer trust.

De Veirman et al.
(2017)

Belgium

Influencers with lots of followers, but low
engagement, are less effective.

Previous research supports the important role of
influencers and UGC in marketing. Jin and Phua
(2014) found that positive UGC can improve brand
image and consumer trust. This is in line with the
findings of De Veirman et al. (2017) in Belgium,
which shows that influencers with a large number of
followers, but with a low level of engagement, are
less effective than influencers with fewer followers
but a high level of engagement (Choshaly, 2022; R.
Zhang, 2023). Thus, Mixue succeeded in combining
these two strategies to strengthen its position in the
Indonesian market.
Through the combined use of influencers and UGC (AlDwairi, 2024; Das, 2021; Moustafa, 2020), Mixue was
able to not only increase brand awareness but also
create a loyal community of customers (Nguyen, 2020;
146

Sung, 2021). This strategy had a significant impact on
consumer interest and purchasing behavior, which
ultimately contributed to Mixue's success in the ice
cream market in Indonesia.
3.5 Impact of Viral Marketing on Consumer Loyalty
Viral marketing strategies are proven to not only
increase initial awareness and interest in a brand but
also play an important role in building long-term
consumer loyalty (Afifah, 2022; Liao, 2020; Puriwat,
2021). Consumers who feel connected to a brand
through viral content tend to have a stronger emotional
connection and are more likely to become loyal
customers (Serrano, 2022; Sung, 2021; Yuniati, 2021).
This research will deepen the analysis of how viral
marketing can influence consumer loyalty, supported by
empirical evidence from various previous studies.
Viral Marketing: … / Sungkawati, E. et al

Table 6: Impact of Viral Marketing on Consumer Loyalty in Several Countries
Country
Researcher
Year
Key Findings
United
Oliver
2018
Customers who engage through viral
States of
content are 35% more likely to become
America
loyal customers.
Indonesia

Wati &
Suharto

2020

Mixue's viral marketing increased
consumer loyalty by 28% through
interactions on social media.

South
Korea

Kim & Lee

2019

Consumers who engage in viral
campaigns show a 40% increase in
loyalty compared to conventional
campaigns.

According to research by Oliver (2018) in the United
States, customers who engage through viral content
have a 35% higher tendency to become loyal
customers compared to those who are not involved.
This is due to deeper and more effective interactions
between consumers and brands. Viral content often
has entertainment, information and emotional
elements that make consumers feel more connected.
A study conducted by Wati and Suharto (2020) in
Indonesia showed that viral marketing of Mixue via
social media increased consumer loyalty by 28%.
Consumers who engage with Mixue's viral content
feel closer to the brand and are more likely to make
repeat purchases. This research highlights the
importance of interaction on social media as a tool
for building long-term relationships with consumers.
Kim and Lee's (2019) research in South Korea also
supports this finding. They found that consumers
who engaged in viral marketing campaigns showed
a 40% increase in loyalty compared to
conventional marketing campaigns. Interesting
and relevant viral content can create a positive
consumer experience, which in turn strengthens
brand loyalty.
From the results of this research, it is clear that
viral marketing strategies have a significant impact
on consumer loyalty. The combination of product
uniqueness and innovative marketing techniques,
such as that of Mixue, not only increases initial
interest but also builds a stronger emotional
connection with consumers. Therefore, brands in
the F&B industry in Indonesia and other countries
may consider adopting viral marketing strategies
as part of their efforts to increase consumer loyalty.

4. CONCLUSION
This research highlights the significant impact
of the viral marketing strategy implemented by
Mixue on the ice cream market in Indonesia.
Mixue, with its unique snow ice cream product,
has succeeded in attracting consumer attention
through innovative and effective marketing
methods. Based on literature analysis from
REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 1(2): 1 4 2 - 1 5 0

recent scientific journals, it was found that
Mixue's viral marketing strategy was not only
successful in increasing brand awareness among
consumers but also strengthened a positive
brand image.
The research results show that Mixue's success in
expanding market share is greatly influenced by
a combination of product uniqueness and a
creative marketing approach. Promotion via
social media, viral content, and collaboration with
influencers have proven effective in attracting
consumer attention and encouraging purchasing
interest. Apart from that, this marketing strategy
also contributes to more loyal purchasing
behavior from consumers, which ultimately
strengthens Mixue's position in the ice cream
franchise market in Indonesia.
Overall, this research concludes that Mixue's viral
marketing approach has a significant positive
impact on consumer interest and purchasing
behavior. Mixue's success can be an example for
other franchises in the F&B industry who want to
utilize digital marketing strategies to expand
market reach and increase sales.

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