Long before the invention of printing, radio, and television, people already have means of spreading ideas and information. Myths, legends, and religions were initially perpetuated through word-of-mouth and handed down from one generation to the next. Embellishments and exaggerations always resulted. Tall tales were believed as unquestionable facts. Even with today’s modern mass media and scientific rationality, the power of the word-of-mouth means of spreading ideas and information has not diminished. People have the tendency to believe stories told by people they know and trust, especially if the stories are told in sincere and enthusiastic manner. Hearsays still have the power to captivate. Urban legends are born in this manner. The same principle is utilized in recommend-a-friend marketing strategy.
Mass media have greatly influenced the modern culture but the strongest cultural influence is still through closely-knit social groups or networks. The influence of mass media is only in a generic level. This is especially true when it comes to deeply held beliefs and traditions. For instance, religion still has the upper hand when it comes to cultural traditions. In the same manner, friends, family, and associates have greater influence in the way individuals think and behave. Although mass media create awareness, social networks still has the power to influence and even impose. This is the main reason why the recommend-a-friend viral marketing strategy is very effective.
Mass media have the advantage of reaching a large portion of the population but this requires large expense. For instance, an advertiser is always limited by budgetary constraints. A mass media advertisement also needs to be exposed to a large number of people in order for it to be effective. The same advertisement must also be repeated several times within certain period of time. Mass media advertisement is not only expensive but also requires high technical skills. On the other hand, an online recommend-a-friend marketing strategy does not have these disadvantages because it can be made to be self-perpetuating.
