Cite: , Viral marketing i specyfika reklamy wirusowej jako formy komunikacji w social media, "Kultura - Media - Teologia", 2016( 27) nr 4, s. 42-57.
Traditional forms of advertising are becoming less effective than before. Recipients (nowadays, really exhausted with accumulation of advertising messages) do not pay more attention to that stuff even they are irritated by excess and intrusive offers. Therefore, marketers are looking for new forms of reaching out to the potential customers. One of them is viral marketing. It involves creating a situation in which consumers send advertising message each other. It is a form much more effective than traditional advertising - it's not the company, but a reliable source which recommends a product or service. Viral Marketing also has some disadvantages - for example, the total lack of control over the company's advertising message, which could be a subject to numerous modifications . Viral Marketing also raises some ethical questions - whether the recipient of entertainment communique currently is aware that this is a smart marketing activity?