that use pre-existing social networks and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes. It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.
The most common utilized transmission vehicles for viral messages include: pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables
"endless amount of potential forms and vehicles the messages can utilize for transmission" including mobile devices.
The ultimate goal of marketers interested in creating successful viral marketing programs
and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.