Abstract:

Due to the continuous change in media and its forms,Advertising agencies are more focused and inclined towardsintegratingdifferent interactive forms of social media for their marketing campaigns. This qualitative study was conducted for the purpose of exploring the process of integration ofsocial media into viral advertisement (viral ads) campaigns by creative professionals. A series of interviews was conducted from different advertisers/creative professionals at leading advertising agenciessituated in Karachi which helps solidify the concept of incorporation of social media into making video advertisementviral.