Viral commercialisation describes any marketing strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message from person to person. It is a form of amplified word-of-mouth, often facilitated by the internet. Early adopters who pass on a message play the role described in théorie du premier suiveur, and a fast follower can copy a viral campaign once it works.
