ISSN: 2348 9510 International Journal Of Core Engineering & Management (IJCEM) Volume 3, Issue 1, April 2016 THE ROLE OF VIRAL MARKETING ON ADVERTISING FOR PRODUCT PROMOTION IN INDIA: EMERGING ISSUES & CHALLENGES 1 Prof. Krushna Chandra Bisoi 1 Secretary, Einstein Academy of Technology & Management, Approved by AICTE Govt. of India New Delhi and Affiliated to BPUT Rourkela Odisha 2 Prof. (Dr.) Ramesh Chandra Rath 2Professor –Cum-Dean, Research & Development Cell Einstein Academy of Technology & Management, Approved by AICTE Govt .of India New Delhi and Affiliated to BPUT Rourkela Odisha 1.
[email protected] [email protected] ABSTRACT Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses .The emergence of "viral marketing," as an approach to advertisement, has been tied to the popularization of the notion that ideas spread like viruses .Among the first to write about viral marketing on the Internet was the media critic Doug Rushkoff. The assumption is that if such an advertisement reaches a "susceptible" user, that user becomes "infected" (i.e., accepts the idea) and shares the idea with others "infecting them," in the viral analogy's terms. As long as each infected user shares the idea with more than one susceptible user on average (i.e., the basic reproductive rate is greater than one—the standard in epidemiology for qualifying something as an epidemic), the number of infected users grows according to an exponential curve.