Enhancing the competitiveness of SMEs via viral marketing : a theoretical model proposal

Abstract EN

Within the continuing worldwide advances in the field of contemporary marketing, viral marketing has become one of the most important and effective ways for promoting small and medium-sized enterprises, using the internet as a key platform to spread information about their brands and products among a large number of consumers all over the world.

In this paper, we shed light on every aspect of viral marketing, and on the three major competitive advantages it offers to small and medium enterprise, those advantages are: cost leadership, reputation promotion, and mass creation.

We propose eventually a theoretical model about the role that viral marketing plays in enhancing SMEs’ competitiveness