INTERNATIONAL JOURNAL OF ENGINEERING, SCIENCE AND - Volume 3, Issue 1 , March 2014

Pages: 36-53

Date of Publication: 01-Mar-2014

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SUCCESS FACTORS FOR MAKING ONLINE VIDEOS GO VIRAL: A CASE STUDY ON “KOLAVERI DI”

Author: Ms. Sonia Goswami* Ms. Shipra Bhutani*

Category: Engineering, Science and Mathematics

Abstract:

Viral marketing aims at using the internet to promote a product or company through a web site, video, game or other message spread by the internet users. A viral video is one that becomes popular through the process of internet sharing, typically through video sharing websites, social media platforms and e-mail. Viral video marketing through online communities has become an essential marketing tool for the organizations in the present economic scenario.

Keywords: Viral marketing, word of mouth communication, online marketing, social networking sites, YouTube, marketing strategies.