VIRAL MARKETING IN THE INTERNET.
                  CHARACTERISTICS OF AN EFFECTIVE VIRUS.

                   Joanna A. Kwiatkowska, Czestochowa University of Technology


ABSTRACT: Among internet users surveyed, 63% declares a negative attitude towards
advertisements placed in the Internet [3]. At the same time, the value of advertising market in the
Internet in Poland has a colossal potential. The internet advertisement will appeal to Internauts if
the form of its content is amusing (50 percent), creative and surprising (45 percent) or when it
provides consumers with useful information (34 percent) [3]. What is more, it is possible that users
interact with an advertisement and pass it farther. It means that they express ‘subconscious
acceptance’ of advertisement. Such a behaviour is known as viral marketing.

Key words: marketing, viral marketing, Internet, Viral Spoof

JEL codes: M31