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Purpose and benefits

Viral marketing is really another name for word of mouth, or in an Internet environment, word of e-mail. Viral marketing can work in mysterious ways, but what is clear is that the Internet is a medium that offers significant potential for such strategy. Yahoo did little or no advertising in its early years—people told other people that it was a great resource. News about music-swapping services such as Napster, and the independent film "The Blair Witch Project" , grew like wildfire within universities.