From Word of Mouth to Word of Mouse, the traditional shackles of marketing seems to be finally broken. The emergence of various social constructs assisted by the ever advancing technology paves way for continuous innovation and thus its ultimate diffusion. There lies a blue ocean too vast on the horizon and deep down the crust. However, the ripple effect (positive or negative) created from it are all but out of the hands of the organisations. Viral Marketing creates a snowball effect and gains

more »

... omentum within a very short span of time at a much faster speed. The strategy has become a priority from being an option. The established players of the industry are already reaping its benefits while the laggards are following suit. The major objective of the work undertaken intends to generate competent knowledge about the trending paradigm and identify important determinants of a viral marketing campaign. An in depth study has been done to examine factors responsible behind the success as well as the failure of Viral Marketing Campaigns of two different organisations. The third case is a recent study on Amyotrophic Lateral Sclerosis(ALS) famously known for the Ice Bucket Challenge. It involves the analysis and future implications regarding the viral marketing effort taken by ALS. The information shall also enrich further development and refinement of the conceptual framework and assist the marketers and strategists for broadening the marketing outlook.