A Literature Review on Viral Marketing: Concepts, Drivers, and Implications in the Digital Era

A Literature Review on Viral Marketing: Concepts, Drivers, and Implications in the Digital Era

Abstract

Viral marketing is an innovative form of digital marketing that is changing the game through the use of consumer interaction to spread brand messages. Social media platforms have become the norm, and as such, the following is a literature review that focuses on the following aspects: The conceptualization of viral marketing, The major drivers of viral marketing, Psychological and social factors, Viral marketing measurement, Managerial implications. It is also important to note the gaps in the literature, especially with regards to ethics, misinformation, and the use of artificial intelligence.

Authors

Dr. Silky Gaur, Sulakshana, Suman Singh, Utkarsh, Ujjwal Ankit, Vaishnavi Dubey

Institution

NIET Business School, Greater Noida

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