Baruh, Lemi2025-09-152025-09-15200997816056698549781605669847https://doi.org/10.4018/978-1-60566-984-7.ch150https://hdl.handle.net/20.500.12469/7489In recent years social media applications, which enable consumers to contribute to the world of online content, have grown in popularity. However, this growth is yet to be transformed into a sustainable commercial model. Starting with a brief overview of existing online advertising models, this chapter discusses the opportunities available for advertisers trying to reach consumers through social media. The chapter focuses on viral marketing as a viable option for marketers, reviews recent viral marketing campaigns, and offers recommendations for a successful implementation of social media marketing. In conclusion, the author examines future trends regarding the utilization of the emerging Semantic Web in marketing online. © 2025 Elsevier B.V., All rights reserved.eninfo:eu-repo/semantics/closedAccessCommerceMarketingMarketplacesAdvertising ModelsAdvertizersCommercial ModelsMarketing CampaignMedia ApplicationOnline AdvertizingOnline ContentSocial MediaSocial Media MarketingsViral MarketingSocial Networking (Online)Book Part10.4018/978-1-60566-984-7.ch1502-s2.0-105013300354