Dr. Ralph F. Wilson suggests that Viral Marketing is comprised of the following components:
1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others' resources
The effects of word-of-mouth, or viral marketing are motivations for utilizing the social network that customers belong in.