ABSTRACT
Viral marketing describes any marketing strategy or tactic that encourages individuals to pass on a marketing message to others. Many of the most successful viral campaigns are little more than video adverts which are put out into social media for distribution. That these ads do not become viral organically is covered. In this chapter we see what is viral marketing is open to some interpretation. Sceptics, still argues that these were actually adverts that went viral, making them part of advertising rather than word-of-mouth marketing. For digital marketers it is important to note that this small percentage of social media users particularly of review sites who are contributors are the influencers in the online marketplace and so they wield an inordinate amount of power in that marketplace. The advent of social media made it easier for the influencers no. only to reach an even wider audience but also to attract the attention of marketers.
