"When you get into digital media, you live in this world where you feel you can be anonymous and you can get away with things," said Chris Harris, a professor at Johns Hopkins University's Carey Business School who specializes in digital marketing. "It's pretty widespread, in that a lot of marketers, in house as well as big marketing agencies, think they can try to pull something off. Because of all the new technology marketing channels available, there's a desire to want to go viral."