The Effectiveness of Viral Marketing in American vs. Indian Market Segments

Abstract

Viral marketing is a relatively new marketing tactic that relies heavily on simple sources like social media and word of mouth to reach a large audience. Traditional marketing approaches often rely on strategic segmentation and specific adjustments for different targets, but viral marketing has been characterized by the rapid reach to consumers by just a single element which is generally shared by consumers themselves, and does not have to be strategically pushed through various channels by marketing teams.