ViralMarketing
ThoughtStorms Wiki
This article doesn't get to the heart of it. But it's a start.
http://www.marketingsherpa.com/sample.cfm?contentID=2957
Viral marketing is basically auto-endorcing products. Products which you have to be telling people about in order to use. Such as email or other social software.
Maybe this :
Backlinks (3 items)