Viral Marketing -­ How can a campaign succeed in going viral? What are the pros and cons of viral marketing?

Abstract

This research contains an in-­depth analysis of viral marketing used by modern firms as a tool to advertise their offerings and increase brand exposure. Initially, the current marketing environment has been analyzed, in order to understand modern consumer behavior and what is trending (or not) in terms of marketing techniques. Subsequently, the relevant theory about viral marketing was explored, to have a deep understanding of the phenomenon (of its characteristics, forms and objectives). The following chapters are focused on the steps that are beneficial or risky for firms when they are trying to create viral marketing campaigns. They were integrated with concrete cases of firms and a case of students who experienced either successful or disappointing viral marketing campaigns. The research ends with the presentation of the solution to make a campaign go viral and be beneficial for the firm. The examples used are emblematic of how viral marketing can be both extremely beneficial and surprisingly damaging for a firm, and lead to the conclusion that this technique is a powerful, unpredictable and risky “double-­edged sword”.