Marketing Communication on the Internet
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Kim, Y. and Lowrey, T. M. 2010. Marketing Communication on the Internet. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
Viral marketing refers to a marketing strategy or a marketing phenomenon that facilitates and encourages people to pass along a marketing message to other people. This relatively new marketing communication strategy received the label “viral” from its self-duplicating processes, analogous to the spread of pathological and computer viruses. It has become an integral element in integrated marketing communications because of its power and cost-effectiveness.
- word of mouth;
- word of mouse;