viral marketing

(redirected from Viral advertising)
Also found in: Dictionary.

viral marketing

(1) See also viral programming.

(2) Viral marketing is an online advertising approach that functions like word of mouth. The ad is disseminated via links in email, blogs and websites that point to a service or product people might want. The "viral" refers to the speed with which the ad propagates to others and has nothing to do with computer viruses; its purpose is strictly advertising.

The term was attributed to venture capital firm DFJ ( after its investment in Hotmail grew dramatically. Hotmail automatically put an advertisement at the end of everybody's email message suggesting that whoever is reading it signs up for Hotmail too. In a year and a half, more than 12 million people became Hotmail subscribers.

Share With a Friend
The most common viral marketing is a sharing link, whereby every visitor to a website is invited to share the articles or blog posts on the site, or the site itself, with others (see social sharing). See viral video and sneezing.
References in periodicals archive ?
Golan, Guy J., and Zaidner, Lior, (2008), "Creative strategies in viral advertising: An application of Taylor's six-segment message strategy wheel." Journal of Computer-Mediated Communication 13 (4): 959-972.
P Eckler & P Bolls (2011): Spreading the virus: Emotional tone of viral advertising and its effect on forwarding intentions and attitudes.
From subservient chicken to brawny men: A comparison of viral advertising to television advertising.
However, in the context of viral advertising, brand familiarity does not always produce the same positive impact, because forwarding interesting content rather than processing brand information is key to the success of viral advertising.
Built on previous conceptual framework such as Porter and Golan (2006) and Kirby and Marsden (2006), Petrescu and Korgaonkar (2011) defined viral advertising as "unpaid electronic (e-mail, Web, or social media) distribution of business or user generated advertisements from consumer to consumer, based on ad content likeability, entertainment, and controversial characteristics" (p.
VIRURL is an online marketplace that allows brands and media owners to create instant viral advertising campaigns on the web.
The winning participants will be engaged to contribute in the new viral advertising campaign, being developed by Samsung.
The video clip is apparently viral advertising for a 2002 documentary about Moscow's apartment bombings in 1999, called "The Assassination of Russia," which was put on the web this month.
VIRAL advertising has had a chequered history, but with the social networking boom, there's no doubt it has become an established and effective advertising form.
The AdviceOnline section of the CAP website offers advice on everything from viral advertising to gaming and insurance, as well as mobile campaigns and promotional offers.
They spent pounds 178,000 on viral advertising, pounds 150,000 on private polls and pounds 310,000 on private aircraft.
In East Africa, viral advertising is being employed to boost tourism, as was discussed at September's East Africa's E-Tourism Conference in Nairobi.