Abstract

In this contemporary era, social media has created new environment for marketing where not only
company advertise its product as well customer share his or her views about product with others.
Marketers adopt various marketing strategies to conduct their business activities in profitable manner such
as internet. The internet has become more and more important in today’s technology addicted society.
Consumers of today use the internet as a tool to communicate, do shopping and search for information.
Hence, the internet has become a convenient way for organizations to reach out to consumers in an easy
and cheap way, especially through the tool viral marketing. Newcomers to electronic markets are forced to
accumulate customers as rapidly as possible. One strategy to fulfill this aim is so called viral marketing,
which seems an appropriate term for describing the pattern in which Internet companies spread by making
use of customer referrals. The aim of this article is to describe and explain common features of viral
marketing strategies and to outline chances and risks associated with using Internet word-of-mouth in
consumer settings.