Virally Inspired: Gen Y Attitudes Towards Viral Stealth Marketing

Abstract

The increasing use of viral stealth marketing as a contemporary marketing technique is not well represented in empirical research, particularly in examining consumers' attitudes towards the ethics and effectiveness of viral stealth marketing. Capitalizing on the efficacy of the electronic medium, viral stealth marketing seeks to disguise the relationship between the individual(s) conveying the message and the organisation endorsing it. Whilst the ethics of stealth marketing in general have been debated, there is a gap in our knowledge pertaining to the viral (electronic) component of stealth marketing. This paper reviews the literature and presents proposals for further research regarding the ethics and effectiveness of this marketing technique as perceived by Generation Y.