THE EFFECT OF VIRAL MARKETING ON SOCIAL MEDIA

Abstract

           Nowadays, marketing communication is becoming more competitive. There are various types of communication methods that consumers can choose that fit their needs. It is the reason that causing the condition of content marketing or content oversupply or referred to as having more content than consumer demand. Besides, consumers who do not have prior business experience create marketing content; it resulted in a lack of creativity and production efficiency—creating effective content marketing become viral marketing. Its creativity and impression courage consumers to share. Viral marketing can help build a customer base and introduce a brand to consumers, but viral marketing is a precautionary thing, as marketers are unable to control. However, the dissemination of marketing content to spread online via social media must be built based on understanding consumers so that they can continue developing online to be sustainable.