Viral marketing

Viral marketing is using the Internet to create word-of-mouth effects to support marketing efforts and goals.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Viral marketing. Using the Internet to create word-of-mouth effects to support marketing efforts and goals.

According to the Marketing Communications by Fill (5th edition),

Viral marketing. The electronic version of word-of-mouth communication. This endorsement of a product or service is targeted at key individuals who voluntarily pass the message to friends and colleagues and in doing so bestow, endorse and provide the message with much valued credibility.