Many scholars and practitioners invest a great deal of time and effort to demystify the tools for shining through marketing messages. Harnessing the power of online technologies and quick (online) spread of word of mouth has yielded greatly positive results for markets. However, some of the dimensions of effectiveness are yet to be explored. In view of this, viral marketing has earned itself the reputation of a strategic tool that has the power to influence customers rapidly and offer extra value through means of innovative marketing practices. The aim of this article is to review different definitions of viral marketing (VM), its characteristics and campaign design specifics. On this premise, literature gaps are identified, and a future research agenda is proposed. Results show that on one hand novel marketing experiences can influence positively the consumer response to marketing actions and on the other – can equip companies with opportunities to capture attention quickly and stand out from their main rivals. This
paper is particularly relevant to the modern developments in the marketing domain given the growth of social media networks and the ways people communicate with brands.
Zhechev, V., Gercheva, M. An Overview of Viral Marketing. Belgrade: Faculty of Business Economics and Entrepreneurship, 2024 pp. 841-853, ISBN 978-86-6069-225-4 (онлайн).
Zhechev, V., Gercheva, M. An Overview of Viral Marketing. Belgrade: Faculty of Business Economics and Entrepreneurship, 2024 pp. 841-853, ISBN 978-86-6069-225-4 (онлайн).
Zhechev, V., Gercheva, M. (2024) An Overview of Viral Marketing, Belgrade: Faculty of Business Economics and Entrepreneurship pp. 841-853, ISBN 978-86-6069-225-4 (онлайн).
Zhechev, V., & Gercheva, M. (2024). An Overview of Viral Marketing. Belgrade: Faculty of Business Economics and Entrepreneurship, pp. 841-853.
Zhechev V, Gercheva M. An Overview of Viral Marketing. Belgrade: Faculty of Business Economics and Entrepreneurship; 2024. p. pp. 841-853. ISBN: ISBN 978-86-6069-225-4 (онлайн).
