Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. The study identifies the Factors affecting the exposure to Viral Marketing Messages. A literature review is done to gain understanding of the subject followed by a focus group to refine the understandings. A questionnaire is prepared based on the basis of the understandings from literature review and focus group, administered and interpreted to identify the Factors affecting the exposure to Viral Marketing Message. A Factor analysis revealed ‘Peer Group Influence’, ‘Access Method’, ‘Source factors’ and ‘tempo spatial factors’ as those that affecting the exposure to Viral Marketing Message. Peer Group Influence means that WOM from peer group, Source factors are the factors attached to the originator and passer of the message, Access Method includes the access methods to get exposed to the message whereas tempo spatial factors are associated with the time and space of where the respondent is.
|Journal||International Journal of Management & Business Studies|