“Virality Can Drive Discovery, But Product Experience Builds Long-Term Relationships,” Said Senthil Kumar Hariram
Date: 11th September 2026, 10:00 AM
Location: Mumbai
In a recent industry story by Exchange4media, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shared his perspective on how the growing culture of viral products and “de-influencing” is changing consumer behaviour. The story examines whether social media virality can translate into sustained consumer interest, repeat purchases and brand loyalty.
Hariram noted that while a viral moment can generate immediate visibility, conversation and curiosity, the bigger challenge for brands is converting that attention into a lasting consumer relationship. With consumers having greater access to product information and reviews, they are becoming more informed and selective in their purchase decisions.
He also highlighted the role of influencers in creating credible and contextual product experiences. For brands, maintaining a strong experience after discovery is equally important. When social attention is supported by product quality, a moment of virality can evolve into sustained brand relevance.
The discussion also explores how marketers can move beyond measuring views and reach to understand whether viral attention is translating into purchases, repeat customers and advocacy.
Read the full story here: Link
