IntroductionViral marketing has been defined as "the process of getting customers to pass along a company's marketing message to their friends, family, and colleagues" ( Laudon and Traver, 2001, p. 381). . Similar to a virus, information about the business and its brand, products or services is transmitted to potential buyers who then spread it to other potential buyers exponentially, often through the use of media applications social (Dobele, Toleman, & Beverland, 2005; Lindgreen & Vanhamme, 2005). With the introduction of electronic media, these networks are created much more quickly to facilitate interconnections between businesses and potential buyers (De Bruyn & Lilien, 2004; Gruen, Osmonbekov, & Czaplewski, 2006). The growth and evolution of the Internet allows peer-to-peer electronic referrals to be an important phenomenon. So marketers are recognizing this opportunity and jumping on the viral marketing bandwagon. The goal of viral marketing is to use consumer-to-consumer (or peer-to-peer) communications to disseminate information about the product or service, which will lead to faster and more profitable market adoption ( Krishnamurthy, 2001). Moreover, with the endless development of technology, business perception, and brand awareness and communication, the power has shifted from one-way communication to two-way communication between the business and customers. This completely new two-way communication approach introduced the concept of word of mouth (WOM) marketing (J. Larson, R. (2009):3). Moreover, according to Jure Leskovec, the increasing use of WOM justifies that it affects the consumer's chances of purchasing a product, from the customer's comments or information...... middle of paper .... ..erry, and Niranjan Raman (2004), “Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations for Emailing,” Journal of Advertising Research, 44 (4), 333- 48. Porter, Lance and Guy Golan (2006), “Chickens Submissive to Muscle Men: A Comparison of Viral Advertising to Television Advertising,” Journal of Interactive Advertising, 6 (2). Purcell, Kristen (2010), The State of Online Video. Washington, DC: Pew Internet & American Life Project. Smith, T., Coyle, J.R., Lightfoot, E., & Scott, A. (2007). Reconsidering models of influence: the relationship between consumers' social networks and the effectiveness of word-of-mouth. Journal of Advertising Research, 47(4), 387—397. Young, D.G. (2008). The privileged role of the late-night joke: exploring the role of humor in disrupting the examination of arguments. Media psychology, 11, 119-142.