Viral Marketing on the Internet

Abstract

Viral marketing includes a broad range of online word-of-mouth strategies aimed to encourage peer-to-peer communication about a brand. The origination of this tactic dates back to 1996 and has gained increased popularity since then. Unique to viral marketing is its focus on the message (vs the product) and emotional (vs informational) appeals. Viral marketing has unique benefits and drawbacks. Advantages include reduced cost of promotion, increased credibility, increased visibility, decreased interruption, and improved format flexibility. Disadvantages include reduced control of the marketer, increased reliance on consumers' motivation, and increased risk of negative reactions.