Unleashing the Power of Viral Marketing: A Bibliometric Review

Abstract

This review paper provides a comprehensive overview of viral marketing in social media and digital marketing. It highlights the importance of social media strategies in marketing due to increased usage and changing buying patterns. Viral marketing, which aims to amplify marketing messages, is essential for prominent brands. Limited literature reviews in viral marketing necessitate a comprehensive overview. A bibliometric analysis traced viral marketing's evolution using rigorous quantitative methods. The analysis reveals growth in publications over two decades, top keywords, influential authors, and highly cited articles. The paper concludes by suggesting future research directions. In summary, this review paper offers valuable insights into viral marketing research, its evolution, and key contributors. It is a valuable resource for practitioners and scholars in digital and social media marketing.