Le marketing viral : stratégie d’avenir pour les entreprises?

The saturation of advertising space, the crisis of consumer confidence towards the media and trademarks, the return of the community and the Internet revolution are all factors involved in the emergence of viral marketing. This research proposes then to define the concept of viral marketing, understanding the principle of its operation, to determine the interests of its uses and its limits. It focuses also on the necessary conditions for the success of a viral campaign and the viability of this strategy in the long term.