Infiltrating Consumers' Minds: The Effectiveness of Soft Selling in Digital Product Viral Marketing Strategies

Abstract

n the fast paced digital marketing era, viral marketing strategies have become a popular approach to reach a wide audience through the power of sharing on social media. However, the success of this strategy depends not only on the speed of dissemination but also on the communication approach used. This study is a narrative review of literature from 2020–2024 that discusses the effectiveness of soft selling methods in the context of viral marketing, specifically in the digital product sector in Indonesia and globally. Soft selling is a subtle and persuasive marketing approach that prioritizes storytelling, emotional value, and audience relevance over direct calls to purchase. The study results show that soft selling strategies have been proven to increase audience engagement, strengthen brand awareness, and contribute to purchase intent and sustained conversions. Soft selling allows viral content to be more authentic, non-intrusive, and creates a deep emotional connection with consumers. These findings recommend the use of soft selling as a primary strategy in digital product viral campaigns, with adjustments to the cultural context and audience behavior