Volume : III, Issue : V, May - 2013

Viral Marketing: Power or Menace

Dr Ritika Jain

Abstract :

In today’s competitive world, firms are selling goods and services through a variety of direct and indirect channels. Mass advertising is not nearly as effective as it was, so marketers are exploring new forms of communication, such as experimental and viral marketing. Viral marketing is online marketing technique which involves creating an infectious excitement about a product so that people pass on information about it through emails, social networking sites, blogs and any form of online network. Viral marketing takes advantage of networks of influence among customers to inexpensively achieve large changes in behaviour. It’s been estimated that a successful viral campaign can have 500–1000 times more impact than a non–viral campaign. Viral marketing, when successful, results in exponential growth. It definitely has a place in the business world today but as the name tells that this form of marketing can spread in uncontrolled way with has negative side effects also. Although there are some evidences on the usefulness of viral marketing from the marketers’ perspective but little is known about dark zone of viral. Here, both positive and negative aspects of viral marketing are explored.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr Ritika Jain Viral Marketing: Power or Menace Indian Journal of Applied Research, Vol.III, Issue.V May 2013

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