“Word of mouth marketing” may sound familiar to you, but have you ever heard of the term “e-word of mouth marketing” or “word of mouse marketing”? It is related to the term “viral marketing” which is a phenomenon due to digitalization and modern forms of communication. Nowadays more and more companies and brands are engaged in creating viral marketing campaigns in hopes that their content will create a buzz and go viral (Kostić et al., 2015). Dove and Evian are best examples for brands that have undoubtedly created viral marketing success stories. With over more than 200 million views the first month both companies have done a great job in using that modern marketing technique (Ankeny, 2014).