Viral marketing as advertising strategy in new media environment

Abstract

The scanning of media is a process responsible for the shaping of a new media environment. In this scenario, individuals who were previously considered receptors in communication process gained a new role, as well as issuers of media messages. Thus, they changed their view about the content carried in the traditional media and about advertisements made in the previous manner. Advertising professionals have to drive their creations to a consumer increasingly participating in the digital environment and they also seek new approaches to catch their attention. Through literature review and case study, we could see how the strategy of viral marketing works in digital networks in an attempt to conquer these new consumers. The analysis of viral video Evolution of the Dove brand made us to conclude that this may be a strategy very well received by internet users, whose impacts may go beyond the online environment.