Reaping the Benefits of Virality in Advertising - A Study of the Indian Scenario

Kallol Saha; Pranam Dhar

doi:10.46977/apjmt.2020.v01i01.005

Authors

Kallol Saha Assistant Professor, Department of Commerce, Barrackpore Rastraguru Surendranath College, West Bengal, India.
Pranam Dhar Former Head & Chairperson, Post Graduate Department of Commerce & Management, West Bengal State University, West Bengal , India.

DOI:

https://doi.org/10.46977/apjmt.2020.v01i01.005

Keywords:

e-WOM; Viral Marketing; Viral Advertising; Network enhanced word of Mouth

Abstract

With the rapid and unprecedented growth and advancement of digital technology, the present world is experiencing several changes and innovations in every field. In this world of change, innovations in marketing and advertising are definitely in the front row. Actually, the global cut-throat competition has impelled sellers, advertisers and marketers to use alternative techniques and compliment their traditional techniques with newer ones to reach their prospective customers. In simple words, advertising and marketing now takes place digitally in addition to the traditional modes. One such popular technique of marketing products and services through digital media is Viral Marketing. It refers to the spreading of product and service related information to a massive audience at a very fast speed through the use of the internet based services like blogs, tweets, e-mails, social networking sites, company websites, mobile messages etc. As these viral messages are transmitted digitally, they carry the benefit of being low cost or no-cost, speedy and high–impact mode of disseminating product and service related information to the prospects. India, being a country with the second highest population in the world and blessed with a huge internet using population base is one of the best Viral Marketing Destinations. The authors in this study have tried to show the effectiveness of Viral Marketing campaigns in India with the help of selected viral advertisements in recent times. The term Viral Marketing has also been known by terms like electronic Word of Mouth (e-WOM), Network enhanced word of mouth marketing, Stealth Marketing etc.

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