Viral Marketing

Exploring Generation Y’s perceptions of viral marketing communications

By

Asphat Muposhi

PC Training & Business College

76 Jorrisen Street, Braamfontein

INTRODUCTION

The evolution and growth of the internet has ushered in a paradigm shift in the practise of marketing communications globally (Kaikati & Kaikati, 2004:8). In particular, viral marketing is fast emerging as an appealing element of direct marketing due to its ability to pierce through the swell of marketing clutter which characterizes today’s markets (Balter, Dave & Butman, 2006:49). Kirby and Paul (2006:133) branded viral marketing as the defining trend of the decade. Viral marketing researchers Bruyn and Gary (2008:21) identified cost effectiveness, high degree of interactivity, “globalness” and high credibility as the key drivers for the adoption and practise of viral marketing.

Viral marketing also known as “viral advertising” or "network-enhanced word of mouse” refers to “any type of marketing that propagates itself by encouraging people to pass the message on to others”(Schwartz, 2009:26, Datta, Chowdhury, & Chakraborty,2005). The Wikipedia comprehensively defined viral marketing as “all marketing techniques that seek to exploit pre-existing social networks to produce exponential increases in brand awareness”.

This paper is primarily intended to explore the perceptions of generation Y consumers towards viral marketing, trace the evolution and growth of viral marketing, discuss viral marketing strategies and the challenges associated with the adoption and practise of viral marketing.

BACKGROUND TO THE STUDY

The global growth of internet usage by consumers is presenting an opportunity to marketers to launch novel marketing strategies. Viral marketing proponents Roshan, Michels, Walker and Weissbuch (2007:153) observed that internet based marketing communications trends are now skewed towards electronic peer to peer referrals, also...