Viral Marketing can be a powerful form of eWOM (Electronic Word-of-Mouth) and is said to be the most cost and time efficient method of marketing around today (Dasari and Anandakrishnan, 2010). Viral marketing has been described along-the-lines of when branded content is released on the web, sparking interest in the audience who then feel motivated to share this with others, who also then feel the same need to share, generating a chain of sharing, almost like that spreading of a human virus (Dasari and Anandakrishnan, 2010; Mills, 2012). The message spreads quickly, to a vast audience and as such it’s imperative that the message to be conveyed is accurate and carefully thought out, so as to not damage the brand (Leskovec, Adamic and Huberman, 2007; Dasari and Anandakrishnan, 2010; Mills, 2012).
Mills (2012) uses a SPIN framework to plan successful viral marketing campaigns.