Consumer Behavior
WS/2006-2007
“VIRAL MARKETING
OR
WORD OF MOUTH’’
Yan Ping
Arthur Krivosheev
Table of contents
1. Introduction
2. Background
3. Key concepts of Viral Marketing
4. Types of Viral Marketing
5. Advantages of viral marketing
6. Efficient usage of viral marketing
7. Conclusion and forecast of viral marketing
1. Introduction
“If the marketing is warfare – than word of mouth is the biological warfare”
This analogy might sound a little bit dangerous but we liked it because it reflects the exact meaning of Viral Marketing, or as it also known: Word of Mouth. The spread of information from person to person by the meaning of communication between these two. Today, in our fast developing world the volumes of information that passes in front of our perception organs are so enormous and contains so much data in form of advertising, TV programs, articles in news-papers and magazines, and finally Internet that we simply are not able to efficiently analyze it and to get the right piece of information we actually needed. One of the options we as human beings prefer to use in such a situation is to trust the opinion and the experience of our surrounding. We simply rely on what other people tell us. Studies done by Keller Fay shows that averaged twenty nine year-old student in United States of America discusses seventeen brands as she scu ...