Influencing "Generation Y" of Pakistan's Perception through Viral Marketing

Abstract

The importance of word of mouth cannot be undermined in business literature from around the globe. Recently the incorporation of word of mouth in electronic media has gained popularity and has become the dominant form of promotion done by many organizations. Due to the adoption of social media by the Generation Y of Pakistan, many organizations can utilize this opportunity and target this unconventional segment. The relatively new concept of viral marketing is the most self sustained form of marketing with the least costs incurred, which makes it most suitable for Pakistan due to lack of resources. Viral marketing provides easy marketing from consumer to consumer that self propagates its way among consumers without any promotional effort from organizations. The main driving force for viral advertisements is their ability to motivate the consumers into spreading the message. This research looks into the motivations of the Generation Y of Pakistan and observes the type of content that has the most appeal for this target audience.