Social Media-Driven Viral Marketing: A Strategic Approach to Leveraging Influencer Marketing for Enhanced Virality

The advancement of technology and the rise of social media have significantly transformed how individuals interact and live. As people increasingly engage with online platforms, businesses are adapting their marketing strategies to effectively reach their target audiences. This shift has led to the evolution of connected marketing, social media marketing, and, most notably, viral marketing. Viral marketing involves sharing content on social media that spreads rapidly and exponentially. Initially, this approach was implemented through email campaigns; however, with the expansion of social media platforms, it has evolved into social media-based viral marketing, offering multiple channels for achieving virality and various interactive options. Despite its growing prominence, there is a lack of comprehensive theoretical frameworks in this area. Therefore, this study seeks to explore viral marketing within the context of social media and assess the strategic role of influencer marketing in enhancing content virality. The research is based on secondary data sourced from peer-reviewed journals and scholarly articles. Consequently, this study aims to contribute to the understanding of how influencer marketing can be effectively integrated with social media-based viral marketing.