Conceptual framework of viral marketing: a review of the literature of the last years

Marco conceptual del marketing viral: una revisión de la literatura de los últimos años

Abstract

The purpose of this research was to build a conceptual framework of viral marketing starting
from a literary review of the various studies published in indexed magazines in the recent
years. It is concluded that viral marketing can be defined as a marketing technique that
uses the intercommunication of consumers through the 2.0 tools, managing to spread the
message on the network at initiative of the user, giving the possibility to increase the value
of the organization through fast and unlimited transmission, similar to a flu or computer
virus. This technique takes advantage of people’s communication, since feelings, emotions
and experiences are transmitted through their networks. Viral marketing must be used
conveniently, justifying its use through a simple message that goes beyond repeating
information in the different media, thus achieving a good communication practice, and
creating interconnectivity between organizations and their consumers.