VIRAL MARKETING- SOCIAL ADVERTISING OR COMMERCIAL ENDEAVOUR: AN EXPERIMENTAL RESEARCH

The Business organisations in India are looking forward to enter the new more challenging and expanded opportunities for doing business in light of the ‘Make in India’ policy. A new trend and a kind of new horizons are opening forth for entrepreneurs through advanced technology, investment and ease of doing business pattern. The changing patterns and scope of marketing has lead to the need of exhaustive, targeted and focused business strategies that will make the organisation to not only sustain the competition but also to set path for a long run competitive advantage in global competition. Viral marketing is not an age old term but the most effective competitive positioning strategy used in manufactured as well as service sectors for marketing. Several Authors and researchers tried to define the concept of viral marketing through different components, concepts and variable assumptions; however they do not give a standard definition. there exists some similarities in coverage of the idea in experiments and practice , so expressed in different forms author to author. This research paper aims to shed light on the theoretical understanding of viral marketing concept and its main components that have direct and indirect impact on any relational approach. This research is a combination of experimental and theoretical analysis of viral marketing.