Abstract
To win the consumers attention, more prone to advertisement, it is essential that companies interact with them. Equally important for the effectiveness of an advertising campaign is the ability to involve, amaze and entertain users in such a way as to encourage them to talk about a brand or product, spontaneously triggering a viral word of mouth. To achieve this, companies use different communication tools, especially web communication and digital marketing. 
 
 Companies can choose to approach to these new phenomena, read them, understand them, interpret them, research and identify new advantages and opportunities; then start a process of change aimed at adapting the organization to a model that is able to fully exploit these phenomena. Or they could choose to ignore them, distance them, close their eyes, pretend they do not exist, convince themselves that they are only transitory phenomena of a technological nature and lacking relevance for the business. 
 
 The goal of the work is to verify how the viral marketing instrument can help improve and strengthen business communication. In fact, by now, there are many companies that have decided to support and, in some cases, replace traditional communication with online communication.
Highlights
One of the main objectives pursued by viral marketing is the search for a viral idea. Godin (2000) talks about idea virus in this regard: "an ideavirus is a fascinating idea that spreads through a part of the population, changing and influencing whoever you meet"
Companies can choose to approach to these new phenomena, read them, understand them, interpret them, research and identify new advantages and opportunities; start a process of change aimed at adapting the organization to a model that is able to fully exploit these phenomena
It would perhaps be simplistic to think of viral marketing as a "technique aimed at encouraging word of mouth" (Rubino, 2009)
Summary
One of the main objectives pursued by viral marketing is the search for a viral idea. Godin (2000) talks about idea virus in this regard: "an ideavirus is a fascinating idea that spreads through a part of the population, changing and influencing whoever you meet". In the coming in of the active viral marketing category, there are more cases, distinguishable in relation to the degree of involvement and the motivations that push the transmitter to become an influencer: Social viral marketing: occurs when the user is pushed to the viral for reasons of social recognition, understood as belonging to a restricted and privileged circle of users This is not an example of the viral marketing strategy realized at the time by Gmail: the e-mail box could be activated only upon invitation by a person who has already used it; Viral marketing in strict sense: manifests itself when the user benefits from the highest number of members or from the major activations promoted by himself. Viral games and advergames fall into this category. (Pastore & Veernuccio 2008)
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