Viral communication is a technique used to transmit a message by exploiting a propagation effect linked to its source. This message is initially disseminated by an individual—often an expert, a well-known figure, or an opinion leader—who presents themselves informally, without highlighting their status or particular skills, but rather as an ordinary person. The goal is to share this message with a wide audience, directly or indirectly. Due to the sender’s prestige or expertise, the initial recipients generally pass it on easily to others, thus ensuring its spread. The English expression “roach bait” is not flattering in the field of marketing, as it refers to the method of eliminating cockroaches through contamination within a group.