Abstract:
Viral marketing can be termed as generating and uploading
some form of content with the purpose of brand building
(Ho & Dempsey, 2010). It is similar to conventional word
of mouth but by utilizing internet as the main tool so it
is also referred to as electronic word of mouth. The
proposed study intends to explore such viral marketing
practices in our restaurant sector for gaining insight in
to local perspective that how our restaurant sector
implementing these techniques for the purpose of brand
building of their restaurants and how the elements of
Disneyization model are being promoted by using viral
marketing techniques on social media. In depth interviews
were conducted with restaurant management to probe the
awareness and current practices of restaurant management
about viral marketing.
