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However, since the platform and its content are rooted in Viral Marketing, sources with higher credibility were used in combination. In some instances, older sources that were neither ABS- listed, nor stemmed from a journal with an impact factor, were also used. These sources were kept at a minimum and only used where highly relevant. 2.3 Viral Marketing The explosive growth of social media has become an indication of the rise of Web 2.0. Web 2.0 describes the evolution of the Internet and characterizes the modern internet as a change from static web pages into UGC and growth of social media (Kaplan & Haenlein, 2010). While being difficult to define, Social- media and platforms tend to share similar characteristics and are identified as platforms that represent the ideological and technological foundation of Web 2.0 which usage is through UGC (Kaplan & Haenlein, 2010; Okazaki & Taylor, 2013). From this, digital Viral Marketing techniques have attracted considerable attention to marketers in recent years due to its simplistic idea of leveraging social networks for rapid growth of awareness of products and services (Long & Wong, 2014). Viral Marketing is a relatively new concept, which only dates back to 1996, where Jeffrey Rayport first introduced the term, followed by its popularization in 1998 by Steve Jurvetson and Tim Draper’s article in the magazine Business 2.0 (Jurvetson & Draper, 1998). Its foundation lies in word-of-mouth (WoM) marketing, which has been subject to research since the late 1960s (Arndt, 1967). Viral Marketing utilizes the principle of WoM: Appealing promotions or products are passed along from consumer to consumer, where the advertisement changes from impersonal to personal (Wilde, 2013). Viral Marketing on social media capitalizes on the power of electronic word of mouth (eWoM) and spreads through liking, sharing or commenting publicly. It is widely debated what factors are the defining motivators and contributors behind something going viral (Eckler & Bolls, 2011). Factors known to contribute are: Emotional attachment to the content, whether the content is positive or negative, as well as intrinsic and extrinsic factors (Berger & Milkman, 2012; Zhao & Renard, 2018). Viral Marketing has had massive implications on organizations' use of modern communication channels and techniques. In essence, Viral Marketing initially targets a limited number of users through seeding content and providing incentives for sharing. Users, who are often opinion leaders on their respective platform, 11PDF Image | It’s time to TikTok
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