Viral Marketing

The Internet and social media technologies can make a brand “viral” by making it possible for people to share content with other people faster. [Page 1672]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 share their customer experience with a greater audience, but it 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 Web sites, review sites, discussion forums, and ...