ABSTRACT
A timely response and constant adaptation to the ever-changing economic, social and technological conditions is imperative for the success of any kind of business. For the advertising industry in particular, the need to consider and adapt to trends in socialtechnologies and network communication is a pressing one. The rate of change is such that it would benefit communications professionals to be able to predict future trends well before they happen. Viral advertising is part of the changing communications environment and a part of the advertising industry’s response to recent technological and social changes. But what exactly is viral advertising, when and how did virals start and what are the conditions that have given viral advertising its growing momentum?
