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Abstract
This paper examines the attitudes toward apllication of viral marketing in the food industry
in Serbia. The research consisted of both an extensive theory review and empirical research,
including case studies, surveys and in-depth interviews. Viral marketing has been defined
as any marketing program (online or offline) that is designed to achieve an exponential
growth by spreading marketing effects from customer to customer. The paper’s hypothesis,
stating that marketing managers in Serbia have positive attitudes toward the usefulness of
viral marketing in the food industry, has been supported by the results of both primary and
secondary research. Finally, a number of limitations and risks associated with the viral
marketing strategy have been presented, followed by a brief discussion of possible ways to
overcome the challenges.