• S.H. REHANA BANU

The beginning of social media dates back to the use of e-mail as early as 1996 when the Hot mail launched its first web-based e-mail service they began with targeting the family, friends and other close acquaintances of the users of Hotmail .this was the way the first chain of viral marketing began and slowly spread to millions of users worldwide. Starting from Hotmail, Viral Marketing has taken several forms today through various social media websites like Face book, Twitter, YouTube and LinkedIn. But is social media the only getaway for marketers today to campaign their products. In large way, the answer to this question is yes. Yet, looking at the history, we see that there have been other online tools as well which have contributed to viral marketing in a large way. The earliest of all being the use of e-mails, the other recent forms that have evolved are blogs, podcasts, and chat forums, social media. It is essential for the online marketer to understand the perception towards the viral marketing. This article highlights the consumer perception and response towards viral marketing in Chennai city.

viral marketing, world wide web, social media, websites

"CONSUMER PERCEPTION AND RESPONSE TOWARDS VIRAL MARKETING COMMUNICATION (VMC)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.470-476, February-2019, Available :http://www.jetir.org/papers/JETIR1902376.pdf

"CONSUMER PERCEPTION AND RESPONSE TOWARDS VIRAL MARKETING COMMUNICATION (VMC)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp470-476, February-2019, Available at : http://www.jetir.org/papers/JETIR1902376.pdf