MARKETING WIRUSOWY W PRZEDSIĘBIORSTWACH USŁUGOWYCH
VIRAL MARKETING IN SERVICES MARKET

Summary/Abstract: The goal of this paper is to describe how service-providing enterprises could make use of viral marketing, based on select examples of past viral marketing campaigns. The paper uses descriptive method and source analysis to present a specific type of word of mouth on-line – viral marketing – and its applications. A model of designing an efficient viral marketing campaign is presented as well, along with two positive applications in advertising services and one negative one. Viral marketing is an interesting tool for enterprises – and used for at least a decade now – especially that a successful campaign can involve and cause interest of large groups of Internet users.

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