Viral Marketing and E-Word of Mouth Communication in Social Media Marketing

Abstract

— Social media users in Indonesia are increasing by the speed of internet in Indonesia. Business stakeholders use this as one of the things covered. Opportunities to get potential target become one of the reasons of appear social media advertising concepts. As a new alternative to media promotion, social media needs to be assessed through theoretical computations. The features and systems needed in social media need to be supported by an understanding of the theories. Therefore it is necessary to do a theoretical study that can analyze the phenomenon of social media advertising in. This is important given the enormous opportunities on social media as an alternative to marketer innovation. One form of social media that develops is viral marketing and e-WOM. Where there are two concepts in viral and e-WOM that are divided into two which are negative viral and positive viral, in accordance with the factors inflicted against the company or product. With the understanding of the theory then the function of social media can be utilized by the company as one of the promotional media. For consumers, it acts as a source before making a decision. Thus, it is expected that the optimization of the use of social media as a media campaign to be more developed.