make adjustments accordingly. • Obtaining large amount of consumer insights for free. • Impact if viral video marketing is easily measurable. • High efficiency as people are well connected to friends and relatives through social media on daily basis. Cons • The strength of viral marketing depends on the sharing of videos from person to person. During this transfer, it may reach someone who the brand would not want to associate itself to. • It’s uncontrollable. So if something goes wrong it can lead