Postulates that successful viral marketing campaigns trigger an emotional response in recipients. Working under this premise, examines the effects of viral messages containing the six primary emotions (surprise, joy, sadness, anger, fear, and disgust) on recipients' emotional responses to viral marketing campaigns and subsequent forwarding behavior. According to findings, in order to be effective, viral messages need to contain the element of surprise. By itself, however, surprise is not enough to guarantee message success; therefore, it must be combined with other emotions. The effectiveness of the viral message is also moderated by gender, with disgust-based and fear-based campaigns being more likely to be forwarded by male recipients than female recipients. To ensure forwarding behavior, the message must capture the imagination of the recipient, as well as be clearly targeted. Moreover, achieving fit between a campaign and the featured emotions is important, as this ensures an increased chance of forwarding. In addition to relaying these and other findings, shares and discusses the managerial implications of using different emotions in viral marketing campaigns. Finally, culture is recognized as an influencer.

Viral marketing uses electronic communications to trigger brand messages throughout a widespread network of buyers. Often, the process is portrayed as a random, ground-up phenomenon over which marketers have little control. But an examination of successful viral marketing cases reveals a number of strategies underpinning this chaotic phenomenon, providing insight into how marketers can use it to position their brands, change their image, and increase adoption rates. Successful viral marketing campaigns have an engaging message that involves imagination, fun, and intrigue; encourages ease of use and visibility; targets credible sources; and leverages combinations of technology.