oa South African Journal of Information Management - Viral marketing : a powerful, but dangerous marketing tool

Volume 4 Number 2
  • ISSN : 2078-1865
  • E-ISSN: 1560-683X



Viral marketing refers to the power of digital mediums to spread news about a product or service in a similar way that an epidemic spreads. It is one of the newer buzzwords in South African digital marketing. The goal of this article is to investigate the concept of viral marketing and to equip marketers to face challenges and use opportunities provided by viral marketing. It appears that viral marketing is a powerful, but also dangerous marketing tool that marketers must be aware of.

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