Sharing content online is now an integral aspect of modern day life (Berger, Milkman. 2012), whether it be a funny Youtube video to your mate or a discount code for a meal to your partner. It is safe to say viral marketing is a strategy that is here to stay and which can only evolve with technology. However , even though this strategy has been adopted for some time, current academic literature still lacks in what contributes to the success of a viral campaign.
A brief analysis of the current literature will now be undertaken to help you suss out if your campaign has the viral factor!