Abstract

Purpose – to analysis online viral marketing as communication tool.

Design/methodology/approach – Scientific literature analysis methods and comparison methods are used in the article.

Finding – The advantages of an online viral marketing service are high reliability, low cost, high availability, high efficiency and the ability to constantly adjust advertising. The main reasons for the popularity of viral marketing are that communication and networking have become very close to people. So loved ones and friends are just available online. Viral marketing is one of the free ways to promote a business transaction. Time and resources are readily available. In this type of marketing, one person contacts their friends or relatives. They have contacted more and more people.

Research limitations/implications – The paper present theoretical aspects online viral marketing as communication tool. The findings presented at this paper should not be read as final. Nevertheless, based on the current progress of the research, the paper presents viral marketing concept, online viral marketing tools, online viral marketing advantages.

Practical implications – Viral marketing is very effective tools. Using viral marketing especially in internet you can attracted more customers.

Originality/Value – Viral marketing is very important for businesses as more and more business is done online and some businesses do business exclusively online. Viral marketing is becoming very important in increasing the number of users. Viral marketing tools aim to communicate, develop and maintain long-term relationships with customers. Interactivity, as a key feature of the Internet, has made it possible to create communication through viral marketing. The use of viral marketing tools gives companies a competitive advantage, helps them better communicate with their target audiences, and allows them to build long-term relationships with them. Improving viral marketing tools is an ongoing process in companies which seek to change in an adequate response to market changes.

Keywords: viral marketing, internet viral marketing, viral marketing tools

Research type: viewpoint

JEL classification: M30, M31