Porter and Golan defined viral advertising as “unpaid peer-to-peer communication of provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others” (Porter and Golan 2006, 29). Other authors considered that viral advertising includes creating contagious advertising messages transmitted from peer to peer to increase brand awareness (Kirby and Marsden 2006).
The Internet offers a higher potential for an advertisement to become viral as it has an exponentially growing diffusion rate because of consumer action. Companies might pay for their creation or they can be user-generated; however, companies do not pay for their distribution ...
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