Viral Marketing

Viral advertise in social media


Authors:
Maria Petrescu
Dr. Pradeep Korgaonkar
Florida Atlantic University


Extended Abstract (to be published in the proceedings)
notwithstanding the growing dominance and interest in the practitioners world link up to viral advertising and market, academic look regarding viral marketing and social media has been sparse, especially compared with other areas of marketing research (Allsop, Bassett and Hoskins, 2007; Borroff 2000, Steyer et al. 2007). there is still a limited understanding of the viral technique (Borroff 2000, Graham and Havlena 2007). The studies on the viral conception in advertising have not yet clarified the multitude of call and definitions, electronic word-of-mouth, word-of-mouse, viral marketing, buzz and viral advertising or the effects of the viral concept on the advertising process and outcome.
Previous research has noted the need to study the nature, characteristics and evaluation or viral advertising and the around efficient use of communications among consumers as a operator of multiplying a brands popularity (Chiu et al. 2007, Steyer et al. 2007).



It is beneficial to study how viral advertising works, the contexts in which it performs best and how it influences brand and ad attitude formation (Cruz and pack 2008, Kozinets et al. 2010).
The objectives of this paper are a) to provide an overview of the past social media research focusing on different aspects of the viral communication, variously termed electronic word-of-mouth, word-of-mouse, viral marketing and buzz in separate to clarify the concept of viral advertising, b) to clarify and analyze the concept of viral advertising in social media and assess the potential differences that can appear between traditional advertising strong suit and the new social media and c) to provide a definition to squeeze the prevailing ambiguities in the past definitions.
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