Viral Social Media Marketing: Consumer Perception and Market Competition Among Selected Skincare Consumers in the Philippines

Viral social media marketing (VSM) is increasingly used in the Philippine skincare industry, leveraging influencer endorsements, live-stream commerce, and promotional campaigns to engage consumers rapidly. However, its long-term effects on consumer trust and market dynamics remain unclear. This qualitative study analyzed the experiences of 21 Filipino skincare consumers (ages 18–45) via focus groups and in-depth interviews. Thematic analysis revealed key insights: Influencer authenticity, transparent product information, and actual efficacy are critical for converting viral buzz into loyalty. In contrast, promotions and trends (e.g. discounts, “buy one get one” deals, hashtags) can generate short-term trials but often lead only to ephemeral engagement. Participants noted that viral popularity typically spiked quickly and faded unless brands sustained interest through follow-up innovation or community engagement. We also observed strong age-related differences: younger consumers were driven by trendiness and social proof, whereas older consumers prized credibility and evidence. Overall, Filipino skincare buyers responded enthusiastically to engaging content but remained discerning and skeptical, indicating that VSM’s power is mediated by trust. The findings suggest that brands should pair viral campaigns with genuine quality and transparent communication to build a lasting market presence. Implications include guiding marketers on influencer selection, promotion strategies, and audience segmentation and informing researchers about VSM’s role in consumer decision processes.