Viral Markeing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in th message exposure and influence. Exponential growth and the pass-on a marketing message to other ( rather than making a product recommendation) are the key factors in viral marketing.
It is a integrated approach which is used to improve brand advocacy and increase mass-market brand awareness. It can achieve those objectives very cost-effectively, even if your brand, product, or service has no standout, buzzworthy charactistic.
Source: http://www.download-it.org/free_files/filePages%20from%20Chapter%206%20%20Viral%20marketing.pdf
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