Viral Marketing: A New Horizon and Emerging Challenges

While companies have long been using electronic processes, the Internet and other digital technologies are packed with new and innovative ways to give customers more value. This challenge not only illustrates the basic concepts of traditional marketing but also modern marketing practices. It is important that businesses connect with customers more likely to gain their attention. It is also important for an advertisement campaign to be effective in being able to engage, surprise and enjoy users in promoting a brand or products spontaneously and induce word of mouth. For this reason, companies use a variety of communication methods, in particular online communication and digital marketing. Presently, marketing environment was revolutionised by the introduction of the internet and modern technology. In a new age of communication technology, the emphasis is evolving on marketing and consumer behaviour. One of the many marketing concepts is the era of interruption marketing, defined by all ads that capture the attention of the consumer as he does something else that comes to an end when new trends appear. Viral marketing can be one of the most popular breakdown marketing. Viral marketing is a marketing form that contacts users, in particular, through word of mouth on the Internet. Viral marketing has become more and more relevant in recent decades as social media networks such as Facebook, YouTube and Twitter are growing. The nature of this study is theoretical and covers related theories and literature. In this respect, the aim of the paper is to discuss the opportunities and challenges for marketers faced in a current environment presented by viral marketing. In a new age of communication technology, the emphasis is evolving on marketing and consumer behaviour. Diverse factors that directly or indirectly influence viral marketing are also discussed. Following the principles of viral marketing and how people communicate, a comprehensive analysis of key issues in the nature of viral marketing strategies will be introduced. This will be followed by an evaluation of the relevant subjects and possible risks. Finally, there will be a brief answer to the question of whether viral marketing is a critical new dimension to current century marketing.