The Effects of Viral Marketing in FoodService Companies on Relationship Commitment and Relationship Continuity Intention

This study investigates how viral marketing attributes—informativeness, entertainment, interactivity, and credibility—affect relationship commitment and relationship continuity intention in the foodservice industry. Based on relationship marketing theory, the research proposes that viral marketing enhances consumers’ emotional attachment and strengthens long-term relationship intentions. A structured survey was conducted with 206 consumers who had recent dining experiences, and the data were analyzed using exploratory factor analysis and regression analysis. Results show that all four viral marketing attributes significantly increase relationship commitment, which in turn positively influences relationship continuity intention. The findings indicate that viral marketing functions not only as an information-sharing tool but also as a relational mechanism that fosters sustained consumer loyalty. Practical implications suggest that foodservice companies should develop credible, informative, and interactive content to build trust and maintain long-term customer relationships.