MICRO LEVEL EMPIRICAL STUDY ON VIRAL MARKETING IN MADURAI

Viral marketing is like a stone dropped in pond that creates ripples, one larger than other. The goal is identifying people who can contribute to sales, via, social networking. It uses undermarket advertising to generate an impression that word of mouth enthusiasm actually springs from use of product/service. This paper gives the six rules to succeed - Stealth, Up-front is free-payment later, Target community carrying message, Looks like host-not virus etc., and shows the results of an empirical study at micro level using a random sample of size 70.