Viral marketing

Abstract

The Internet and social media technologies can make a brand ‘viral’ by enabling people to share content with other people faster. With the growth of the Internet and Web 2.0, the population of Internet users is increasing exponentially as various online platforms are being provided for business-to-consumer and consumer-to-consumer interactions. In addition, the virtual community facilitates the accessibility of information about a product, service or brand. Electronic communication not only allows people to seek and share their customer experience to a greater audience, but also allows businesses to understand and satisfy customer needs better. A particular form of electronic communication is viral marketing. Viral marketing can use any of the communication channels, such as brand websites, review sites, discussion forums and social network sites, for exchanging product and consumer-related information. In understanding this phenomenon, it is important to explore questions such as the nature and scope of viral marketing from both marketing and consumer perspectives; the definition and evolution of viral marketing, including specific examples of viral marketing that can be used as the basis of further discussion; and the managerial implications of viral marketing

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Identifiers

ORCID for Tahir M. Nisar: orcid.org/0000-0003-2240-5327

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