VSM is a relatively new premise that capitalizes on electronic social networks, utilizing the credibility of word of mouth communication to prevail over the traditional promotional ‘clutter’ in the marketplace. The nature of VSM seeks to present the marketing message as spontaneous and unsolicited, whilst disguising the true promotional source behind the campaign. This aspect of concealment gives rise to important questions regarding the ethics of VSM.
A review of the marketing literature reveals limited empirical research that examines stealth marketing and, the research that has been published, primarily addresses the physical and verbal context. There is a scope for further research on the electronic aspects of VSM, especially with respect to marketing’s arguably largest and most lucrative demographic segment, Gen Y, who are predominantly the targets of this novel technique. Understanding VSM effectiveness in a Gen Y context has potential to unlock access to the large discretionary expenditures of Gen Y to organisations.
The aim of this paper is to build a theoretical base for empirical enquiry of EWOM and EBuzz marketing through viral stealth marketing approaches, and to explore the ethical debates surrounding it. We believe that this enquiry must incorporate the attitudes of Generation Y consumers towards this marketing method from an ethical standpoint and the consequences these attitudes have on brand perception, and ultimately intention to purchase. These are fundamental marketing questions that are relevant to the marketing sector to ensure that their actions are socially responsible, as well as effective.