Viral marketing works by spreading content quickly through social media shares, mimicking word-of-mouth on a larger scale. It involves creating content that people feel compelled to share. Emotional Marketing taps into strong feelings, while Buzz Marketing builds anticipation around events or products. Incentivized Marketing rewards users for sharing, as seen with Dropbox’s referral program. Lucky Marketing happens when content unexpectedly goes viral, like the "Dressgate" controversy. This strategy leverages shareability, the right timing, and networks, but it can be unpredictable, potentially harmful if misunderstood, and often short-lived, with little control over how the message is received once it spreads.