The Impact of Viral Communication on the Marketing Strategy of Enterprises - A Case of Buy Together

Abstract

Currently, Buy Together is the second largest e-commerce platform in China after Taobao. From an obscure online shopping platform to the second largest e-commerce platform in China, Buy Together' s marketing approach, especially the use of viral marketing, is worth studying and learning from. The marketing path of Buy Together has not been systemati-cally studied. Therefore, this thesis will use Buy Together as a case study to examine the key to Buy Together's success. The focus of this paper will be on what role viral marketing models play in the promotion of e-commerce platforms and online shoppers, whether it is good or bad, and how to properly select and use the right marketing methods. The support for this thesis comes mainly from media reports, journal literature, etc. Information is mainly available through Google Scholar, online media platforms and China Knowledge Network. Ultimately, it has been proven that viral marketing can be extremely beneficial to users initially, but failure to shift the marketing model in time can backfire. It is important to use the right marketing approach at the right time.