IMPACT OF VIRAL MARKETING IN THE SUCCESS OF BRAND BUILDING

Viral marketing is a technique which utilizes the internet to transmit and spread messages among individuals who will filter and forward the messages to others. It can be delivered by word of mouth or can be enhanced by the network effects of the internet and mobile networks. This paper discusses the process and methods of viral marketing and focuses on the impact of viral marketing in the success of brand building. This paper is conceptual in nature and the conclusion shows for successful viral marketing strategies that align with the trends in the market and successfully reach their target audience.