Viral Marketing and e-Word Of Mouth Comunicattion in Social Media Marketing
Putra Pamungkas & Heny Hendrayati

School of Postgraduate Universitas Pendidikan Indonesia

Abstract

Abstract:
The growth of social media users in Indonesia increases rapidly by the penetration of the National Internet users. Business activist take advantage of this as one of the informative distribution channels of products and services offered. Opportunities to target potential customers become one of the reason for the critical of the social media advertising concept. As a new alternative media promotion, social media needs to be observed through a theoretical approach of marketing. Features and systems that run in social media need to be supported by an understanding of marketing theories. Therefore, it is necessary to do a theoretical study to analyze the phenomenon of social media advertising marketing concept. This is an important case of the enormous opportunities in social media as an alternative to marketer innovation. One example of social media marketing that is evolving is the emergence of the concept of viral marketing and E-WOM. There are two concepts in Viral and eWOM, divided into two namely Negative Viral and Positive Viral, according to the impact to the company or product. With the understanding of the theory, the social function of the media can be utilized by the company as one of the promotional media. For the consumer, it is important as a reference before the decision. Therefore, it is expected the optimization of the use of social media as a media campaign to be more developed.

Keywords: Social Media, Advertising, Internet marketing, Viral Marketing and E-WOM

Topic: Marketing Management