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    <Journal>
      <PublisherName>ijesm</PublisherName>
      <JournalTitle>International Journal of Engineering, Science and</JournalTitle>
      <PISSN>I</PISSN>
      <EISSN>S</EISSN>
      <Volume-Issue>Volume 3, Issue 1 </Volume-Issue>
      <PartNumber/>
      <IssueTopic>Multidisciplinary</IssueTopic>
      <IssueLanguage>English</IssueLanguage>
      <Season>March 2014</Season>
      <SpecialIssue>N</SpecialIssue>
      <SupplementaryIssue>N</SupplementaryIssue>
      <IssueOA>Y</IssueOA>
      <PubDate>
        <Year>2014</Year>
        <Month>03</Month>
        <Day>1</Day>
      </PubDate>
      <ArticleType>Engineering, Science and Mathematics</ArticleType>
      <ArticleTitle>SUCCESS FACTORS FOR MAKING ONLINE VIDEOS GO VIRAL: A CASE STUDY ON __ampersandsignldquo;KOLAVERI DI__ampersandsignrdquo;</ArticleTitle>
      <SubTitle/>
      <ArticleLanguage>English</ArticleLanguage>
      <ArticleOA>Y</ArticleOA>
      <FirstPage>36</FirstPage>
      <LastPage>53</LastPage>
      <AuthorList>
        <Author>
          <FirstName>Ms. Sonia Goswami* Ms. Shipra</FirstName>
          <LastName>Bhutani*</LastName>
          <AuthorLanguage>English</AuthorLanguage>
          <Affiliation/>
          <CorrespondingAuthor>N</CorrespondingAuthor>
          <ORCID/>
        </Author>
      </AuthorList>
      <DOI/>
      <Abstract>Viral marketing aims at using the internet to promote a product or company through a web site, video, game or other message spread by the internet users. A viral video is one that becomes popular through the process of internet sharing, typically through video sharing websites, social media platforms and e-mail. Viral video marketing through online communities has become an essential marketing tool for the organizations in the present economic scenario.</Abstract>
      <AbstractLanguage>English</AbstractLanguage>
      <Keywords>Viral marketing, word of mouth communication, online marketing, social networking sites, YouTube, marketing strategies.</Keywords>
      <URLs>
        <Abstract>https://www.ijesm.co.in/ubijournal-v1copy/journals/abstract.php?article_id=2948&amp;title=SUCCESS FACTORS FOR MAKING ONLINE VIDEOS GO VIRAL: A CASE STUDY ON __ampersandsignldquo;KOLAVERI DI__ampersandsignrdquo;</Abstract>
      </URLs>
      <References>
        <ReferencesarticleTitle>References</ReferencesarticleTitle>
        <ReferencesfirstPage>16</ReferencesfirstPage>
        <ReferenceslastPage>19</ReferenceslastPage>
        <References/>
      </References>
    </Journal>
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