Virality as a paradigm of digital communication. Review of the concept and update of the theoretical framework

  1. José-Borja Arjona-Martín
  2. Alfonso Méndiz-Noguero
  3. Juan-Salvador Victoria-Mas
Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Año de publicación: 2020

Título del ejemplar: Framing (Encuadre)

Volumen: 29

Número: 6

Tipo: Artículo

DOI: 10.3145/EPI.2020.NOV.07 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

Viral communication has experienced noticeable changes since its first definition by Rushkoff in 1994. Some changes have been of such a nature that they have rendered the notions employed at the end of the last century and at the start of the 21st century obsolete. This present article tries to update and synthesize the concept of virality as the backbone of the current forms of communication and, especially, those that are born and triggered in social networks. For this we will use a classic bibliographic review methodology, which will try to investigate the background, the elements and the foundations of the concept. As a result of this revision, we will extract a new concept of viral communication, as a form of integration between the media and their messages or, also, as a form of global hybridization. In this context, the article will try to establish the theoretical foundations of virality as a paradigm of digital and connected communication. Personal communication, originally developed from leader theory and personal influence starting with contacts in close proximity (word-of-mouth), is redefined by the Internet and by the application of marketing (which has developed it under the name of permission or relational). With its rapid expansion in the early 1990s, the phenomenon of personal influence took on a new dimension. This happened mainly because the Internet is essentially a decentralized structure, where the nodes and points of influence are crucial for the flow of information. So we must think of network-based communication as a collaborative process. These forms of communication stand out for requiring personal information and allowing segmentation of the public and personalization of communication related actions.

Referencias bibliográficas

  • Aguado-Guadalupe, Guadalupe; García-García, Alberto (2009). “From word-of mouth to viral marketing: key aspects of the communication across social networks”. Comunicación y hombre, n. 5, pp. 41-51. http://bit.ly/2rbGUhT
  • Alhabash, Saleem; McAlister, Anna (2015). “Redefining virality in less broad strokes: Predicting viral behavioral intentions from motivations and uses of Facebook and Twitter”. New media & society, v. 17, n. 8, pp. 1317-1339. https://doi.org/10.1177/1461444814523726
  • Ali, Khudejah; Zain-ul-abdin, Khawaja; Li, Cong; Johns, Lisa; Ali, Ayesha Aziz; Carcioppolo, Nicholas (2019). “Viruses going viral: Impact of fear-arousing sensationalist social media messages on user engagement”. Science communication, v. 41, n. 3, pp. 314-338. https://doi.org/10.1177/1075547019846124
  • Al-Rawi, Ahmed (2019). “Viral news on social media”. Digital journalism, v. 7, n. 1, pp. 63-79. https://doi.org/10.1080/21670811.2017.1387062
  • Bampo, Mauro; Ewing, Michael; Mather, Dineli; Stewart, David; Wallace, Mark (2008). “The effects of the social structure of digital networks on viral marketing performance”. Information systems research, v. 19, n. 3, pp. 273-290. https://doi.org/10.1287/isre.1070.0152
  • Bene, Marton (2017). “Go viral on the Facebook! Interactions between candidates and followers on Facebook during the Hungarian general election campaign of 2014”. Information, communication & society, v. 20, n. 4, pp. 513-529. https://doi.org/10.1080/1369118X.2016.1198411
  • Berger, Jonah (2014). “Word of mouth and interpersonal communication: A review and directions for future research”. Journal of consumer psychology, v. 24, n. 4, pp. 586-607. https://doi.org/10.1016/j.jcps.2014.05.002
  • Berger, Jonah; Milkman, Katherine (2010). Social transmission, emotion, and the virality of online content. Wharton research paper, n. 106, 52 pp. http://bit.ly/2wjpItc
  • Berger, Jonah; Milkman, Katherine (2012). “What makes online content viral?” Journal of marketing research, v. 49, n. 2, pp. 192-205. https://doi.org/10.1509/jmr.10.0353
  • Boase, Jeffrey; Wellman, Barry (2001). “A plague of viruses: biological, computer and marketing”. Current sociology, v. 49, n. 6, pp. 39-55. https://doi.org/10.1177/0011392101496006
  • Borges-Tiago, Maria-Teresa; Tiago, Flavio; Cosme, Carla (2019). “Exploring users’ motivations to participate in viral communication on social media”. Journal of business research, v. 101, pp. 574-582. https://doi.org/10.1016/j.jbusres.2018.11.011
  • Botha, Elsamari; Karam, Michael; Ogbonna, Erinma; Payne, Kelly; Stiehler, Beate (2016) “How to impress social media friends: The social motivations for sharing viral content”. In: Petruzzellis, Luca; Winer, Russell (eds.). Rediscovering the essentiality of marketing. Developments in marketing science: Proceedings of the Academy of Marketing Science. Springer, Cham, pp. 243-257. ISBN: 978 3 319 29876 4 https://doi.org/10.1007/978-3-319-29877-1
  • Botha, Elsamari; Reyneke, Mignon (2013). “To share or not to share: The role of content and emotion in viral marketing”. Journal of public affairs, v. 13, n. 2, pp. 160-171. https://doi.org/10.1002/pa.1471
  • Bruni, Leonardo; Francalanci, Chiara; Giacomazzi, Paolo (2012). “The role of multimedia content in determining the virality of social media information”. Information, v. 3, n. 3, pp. 278-289. https://doi.org/10.3390/info3030278
  • Campos-Freire, Francisco (2008). “The impacts of post-media networks on the traditional media”. Revista latina de comunicación social, v. 11, n. 63, pp. 287-293. https://doi.org/10.4185/RLCS-63-2008-768-294-302-Eng
  • Centola, Damon (2010). “The spread of behavior in an online social network experiment”. Science, v. 329, n. 5996, pp. 1194-1197. https://doi.org/10.1126/science.1185231
  • Chadwick, Andrew (2013). The hybrid media system: Politics and power. Oxford: Oxford University Press. ISBN: 978 0 199759484
  • Chevalier, Judith A.; Mayzlin, Dina (2006). “The effect of word-of-mouth on sales: Online book reviews”. Journal of marketing research, v. 43, n. 3, pp. 345-354. https://doi.org/10.1509/jmkr.43.3.345
  • Dafonte-Gómez, Alberto (2014). “The key elements of viral advertising. From motivation to emotion in the most shared videos”. Comunicar, v. 22, n. 43, pp. 199-207. https://doi.org/10.3916/C43-2014-20
  • Dafonte-Gómez, Alberto (2018). “Audience as medium: Motivations and emotions in news sharing”. International journal of communication, v. 12, pp. 2133-2152. http://bit.ly/36tUU6G
  • Dafonte-Gómez, Alberto; Martínez-Rolán, Xabier (2016). “From the view to share: The role of viral communication in transforming the media ecosystem”. Palabra clave, v. 19, n. 2, pp. 501-525. https://doi.org/10.5294/pacla.2016.19.2.7
  • Dafonte-Gómez, Alberto; Míguez-González, María-Isabel; Corbacho-Valencia, Juan-Manuel (2020). “Viral dissemination of content in advertising: Emotional factors to reach consumers”. Communication & society, v. 33, n. 1, pp. 107-120. https://doi.org/10.15581/003.33.1.107-120
  • Daif, Rehab; Elsayed, Khaled (2019). “Viral marketing impact on tourism and hospitality industry”. International journal of research in tourism and hospitality (IJRTH), v. 5, n. 3, pp. 34-41. http://bit.ly/3amyXYa
  • Dawkins, Richard (1976). The selfish gene. Oxford: Oxford university press. ISBN: 0 19 286092 5
  • Dellarocas, Chrysanthos (2003). “The digitization of word of mouth: Promise and challenges of online feedback mechanisms”. Management science, v. 49, n. 10, pp. 1407-1424. https://dspace.mit.edu/bitstream/handle/1721.1/7346/4296-03.pdf
  • Del-Pino, Cristina (2007). “Viral marketing and the new age of audiovisual communication”. Pensar la publicidad: revista internacional de investigaciones publicitarias, v. 1, n. 2, pp. 63-77. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0707220063A
  • Dobele, Angela; Toleman, David; Beverland, Michael (2005). “Controlled infection! Spreading the brand message through viral marketing”. Business horizons, v. 48, n. 2, pp. 143-149. https://doi.org/10.1016/j.bushor.2004.10.011
  • Eckler, Petya; Bolls, Paul (2011). “Spreading the virus: Emotional tone of viral advertising and its effect on forwarding intentions and attitudes”. Journal of interactive advertising, v. 11, n. 2, pp. 1-11. https://doi.org/10.1080/15252019.2011.10722180
  • Fernández-Ríos, Luis; Buela-Casal, Gualberto (2009). “Standards for the preparation and writing of psychology review articles”. International journal of clinical and health psychology, v. 9, n. 2, pp. 329-344. http://www.redalyc.org/articulo.oa?id=33712028010
  • Gallardo, Kristine (2016). “Taming the internet pitchfork mob: Online public shaming, the viral media age, and the communications decency act”. Vanderbilt journal of entertainment & technology law, v. 19, pp. 721. https://heinonline.org/HOL/LandingPage?handle=hein.journals/vanep19&div=25
  • Gentilviso, Chris; Aikat, Deb (2019). “Embracing the visual, verbal, and viral media: How post-millennial consumption habits are reshaping the news”. In: Schulz, Jeremy; Robinson, Laura; Khilnani, Aneka; Baldwin, John; Pait, Heloisa; Williams, Apryl; Davis, Jenny and Ignatow, Gabe (eds.). Mediated millennials (Studies in media and communications, v. 19). Emerald Publishing Limited, pp. 147-171. ISBN: 978 1 83909 078 3 https://doi.org/10.1108/S2050-206020190000019009
  • Gladwell, Malcom (2000). The tipping point. How little things can make a big difference. New York: Little, Brown & Co. ISBN: 0 316 31696 2
  • Godin, Seth (2001). Unleashing the ideavirus. New York: Hyperion. ISBN: 074322065X
  • Goel, Sharad; Anderson, Ashton; Hofman, Jake; Watts, Dunkan J. (2015). “The structural virality of online diffusion”. Management science, v. 62, n. 1, pp. 180-196. https://doi.org/10.1287/mnsc.2015.2158
  • Golan, Guy J.; Zaidner, Lior (2008). “Creative strategies in viral advertising: An application of Taylor’s six‐segment message strategy wheel”. Journal of computer‐mediated communication, v. 13, n. 4, pp. 959-972. https://doi.org/10.1111/j.1083-6101.2008.00426.x
  • Grossmann, Matt; Hopkins, David A. (2018). “From Fox news to viral views: The influence of ideological media in the 2018 elections”. The forum, v. 16, n. 4, pp. 551-571. https://doi.org/10.1515/for-2018-0037
  • Guerini, Marco; Staiano, Jacopo (2015). “Deep feelings: A massive cross-lingual study on the relation between emotions and virality”. In: Proceedings of the 24th International conference on world wide web, pp. 299-305. https://doi.org/10.1145/2740908.2743058
  • Gunawan, Dedy D.; Huarng, Kun-Huang (2015). “Viral effects of social network and media on consumers’ purchase intention”. Journal of business research, v. 68, n. 11, pp. 2237-2241. https://doi.org/10.1016/j.jbusres.2015.06.004
  • Halevi, Gali; Moed, Henk; Bar-Ilan, Judit (2017). “Suitability of Google Scholar as a source of scientific information and as a source of data for scientific evaluation - Review of the literature”. Journal of informetrics, v. 11, n. 3, pp. 823-834. https://doi.org/10.1016/j.joi.2017.06.005
  • Hansen, Lars K.; Arvidsson, Adam; Nielsen, Finn A.; Colleoni, Eleanor; Etter, Michael (2011). “Good friends, bad news - affect and virality in Twitter”. In: Park, James J.; Yang, Laurence T.; Lee, Changhoon. Future information technology. Communications in computer and information science. 6th International conference, FutureTech 2011. Loutraki, Greece: Springer, pp. 34-43. ISBN: 978 3 642 22332 7 https://doi.org/10.1007/978-3-642-22309-9_5
  • Heimbach, Irina; Hinz, Oliver (2016). “The impact of content sentiment and emotionality on content virality”. International journal of research in marketing, v. 33, n. 3, pp. 695-701. https://doi.org/10.1016/j.ijresmar.2016.02.004
  • Helm, Sabrina (2000). “Viral marketing-establishing customer relationships by ‘word-of-mouse’”. Electronic markets, v. 10, n. 3, pp. 158-161. https://www.tandfonline.com/action/showCitFormats?doi=10.1080/10196780050177053
  • Hemsley, Jeff; Kelly, Rebecca D. (2019). “Scratching a niche: How smaller social media players such as dribbble reflect the viral phenomenon”. Social media + society, v. 5, n. 4, pp. 1-12. https://doi.org/10.1177/2056305119890051
  • Hinz, Oliver; Skiera, Bernd; Barrot, Christian; Becker, Jan U. (2011). “Seeding strategies for viral marketing: An empirical comparison”. Journal of marketing, v. 75, n. 6, pp. 55-71. https://doi.org/10.1509/jm.10.0088
  • Hoang, Tuan A.; Lim, Ee P.; Achananuparp, Palakorn; Jiang, Jing; Zhu, Feida (2011). “On modeling virality of Twitter content”. In: International conference on Asian digital libraries, pp. 212-221. http://bit.ly/2Tz1h2G
  • Icart, María T.; Canela, Jaume (1994). “The revision article”. Enfermería clínica, v. 4, n. 4, pp. 180-184.
  • Ienco, Dino; Bonchi, Francesco; Castillo, Carlos (2010). “The meme ranking problem: Maximizing microblogging virality”. In: IEEE International Conference on data mining workshops, pp. 328-335. https://doi.org/10.1109/ICDMW.2010.127
  • Jenkins, Henry; Ford, Sam; Green, Joshua (2013). Spreadable media: Creating value and meaning in a networked culture (v. 15). New York: NYU Press. ISBN: 978 0 8147 4350 8
  • Kaikati, Andrew M.; Kaikati, Jack G. (2004). “Stealth marketing: How to reach consumers surreptitiously”. California management review, v. 46, n. 4, pp. 6-22. https://doi.org/10.2307/41166272
  • Kim, Ji-Won (2018). “They liked and shared: Effects of social media virality metrics on perceptions of message influence and behavioral intentions”. Computers in human behavior, v. 84, pp. 153-161. https://doi.org/10.1016/j.chb.2018.01.030
  • Kirby, Justin; Marsden, Paul (2006). Connected marketing: the viral, buzz and word of mouth revolution. Oxford: Butterworth-Heinemann. ISBN: 978 0 7506 6634 3
  • Klinger, Ulrike; Svensson, Jakib (2015). “The emergence of network media logic in political communication: A theoretical approach”. New media & society, v. 17, n. 8, pp. 1241-1257. https://doi.org/10.1177/1461444814522952
  • Kozinets, Robert V.; De-Valck, Kristine; Wojnicki, Andrea C.; Wilner, Sarah J. (2010). “Networked narratives: Understanding word-of-mouth marketing in online communities”. Journal of marketing, v. 74, n. 2, pp. 71-89. https://doi.org/10.1509/jm.74.2.71
  • Larsson, Anders O. (2017). “Going viral? Comparing parties on social media during the 2014 Swedish election”. Convergence, v. 23, n. 2, pp. 117-131. https://doi.org/10.1177/1354856515577891
  • Lazarsfeld, Paul F.; Berelson, Bernard; Gaudet, Hazel (1948). The people’s choice. New York: Columbia University Press. ISBN: 978 0 2311 9795 3
  • Lazarsfeld, Paul F.; Katz, Elihu (1955). Personal influence: The part played by people in the flow of communication. Glencoe, Illinois: Free Press. ISBN: 978 1 4128 0507 0
  • Leskovec, Jure; Adamic, Lada; Huberman, Bernardo (2007). “The dynamics of viral marketing”. ACM transactions on the web (TWEB), v. 1, n. 1, pp. 228-237. https://doi.org/10.1145/1232722.1232727
  • Liang, Hai (2018). “Broadcast versus viral spreading: the structure of diffusion cascades and selective sharing on social media”. Journal of communication, v. 68, n. 3, pp. 525-546. https://bit.ly/2AUHGnZ
  • Lippman, Andy; Reed, David (2003). Viral communications. Internal Media Laboratory White Paper, Massachusetts Institute of Technology. http://bit.ly/2PIXXSl
  • Marino, Gabriele (2015). “Semiotics of spreadability: A systematic approach to internet memes and virality”. Punctum, v. 1, n. 1, pp. 43-66. https://doi.org/10.18680/hss.2015.0004
  • Martín-Martín, Alberto; Orduña-Malea, Enrique; Harzing, Anne-Wil; Delgado López-Cózar, Emilio (2017). “Can we use Google Scholar to identify highly-cited documents?”. Journal of informetrics, v. 11, n. 1, pp. 152-163. https://doi.org/10.1016/j.joi.2016.11.008
  • Merton, Robert (1968). Social theory and social structure. New York: The Free Press.
  • Miles, Chris (2019). “Rhetorical methods and metaphor in viral propaganda”. In: Bains, Paul; O´Shaughnessy, Nicholas; Snow, Nancy. The SAGE handbook of propaganda. SAGE Publications, pp. 155-170. ISBN: 978 1 5264 5998 5
  • Miller, Vincent (2008). “New media, networking and phatic culture”. Convergence, v. 14, pp. 387-400. https://doi.org/10.1177/1354856508094659
  • Mills, Adam J. (2012). “Virality in social media: the SPIN framework”. Journal of public affairs, v. 12, n. 2, pp. 162-169. https://doi.org/10.1002/pa.1418
  • Nguyen, Hang T.; Chaudhuri, Malika (2019). “Making new products go viral and succeed”. International journal of research in marketing, v. 36, n. 1, pp. 39-62. https://doi.org/10.1016/j.ijresmar.2018.09.007
  • Nikolinakou, Angeliki; King, Karen W. (2018). “Viral video ads: Emotional triggers and social media virality”. Psychology & marketing, v. 35, n. 10, pp. 715-726. https://doi.org/10.1002/mar.21129
  • Paquette, Holly (2013). Social media as a marketing tool: A literature review. Major papers by master of science students, Paper 2. http://bit.ly/2Tz2pmW
  • Payne, Robert (2012). “Virality 2.0: networked promiscuity and the sharing subject”. Cultural studies, v. 27, n. 4, pp. 540-560. https://doi.org/10.1080/09502386.2012.707219
  • Petrescu, Maria (2016). “Viral marketing and its implications for e-commerce”. In: Encyclopedia of e-commerce development, implementation, and management. IGI Global, pp. 2200-2212. https://doi.org/10.4018/978-1-4666-9787-4.ch158
  • Petrescu, Maria; Korgaonkar, Pradeep (2011). “Viral advertising: Definitional review and synthesis”. Journal of internet commerce, v. 10, n. 3, pp. 208-226. https://doi.org/10.1080/15332861.2011.596007
  • Phelps, Joseph E.; Lewis, Regina; Mobilio, Lynne; Perry, David; Raman, Niranjan (2004). “Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email”. Journal of advertising research, v. 44, n. 4, pp. 333-348. https://doi.org/10.1017/S0021849904040371
  • Poon, Daren C.; Lam, Sunny S. (2020). “Viral marketing in political communication: Case study of John Tsang’s campaign in the 2017 Hong Kong chief executive election”. In: Ho, Amic (ed.) Advances in human factors in communication of design. AHFE 2019. Advances in intelligent systems and computing. Washington D.C.: Springer. https://doi.org/10.1007/978-3-030-20500-3_16
  • Porter, Lance; Golan, Guy (2006). “From subservient chickens to brawny men: A comparison of viral advertising to television advertising”. Journal of interactive advertising, v. 6, n. 2, pp. 26-33. https://doi.org/10.1080/15252019.2006.10722116
  • Rabidas, Manik C.; Bowen, Gordon (2019). “Viral marketing consumer purchase intentions: A theoretical review”. In: 2nd International workshop on advances in social sciences. http://bit.ly/2TslGqi
  • Rafailidis, Dimitrios; Nanopoulos, Alexandros; Constantinou, Eleni (2014). “With a little help from new friends: Boosting information cascades in social networks based on link injection”. Journal of systems and software, v. 98, pp. 1-8. https://doi.org/10.1016/j.jss.2014.08.023
  • Rodrigues, Helena S.; Fonseca, Manuel J. (2016). “Can information be spread as a virus? Viral marketing as epidemiological model”. Mathematical methods in the applied sciences, v. 39, n. 16, pp. 4780-4786. https://doi.org/10.1002/mma.3783
  • Rosen, Emanuel (2001). The anatomy of buzz: How to create ‘word-of-mouth’ marketing. New York: Random House. ISBN: 978 0 3854 9667 4
  • Rushkoff, Douglas (1994). Media virus: hiddens agenda in popular culture. Sidney: Random House. ISBN: 978 0 3453 9774 4
  • Sabri, Ouidade (2017). “Does viral communication context increase the harmfulness of controversial taboo advertising?” Journal of business ethics, v. 141, n. 2, pp. 235-247. https://doi.org/10.1007/s10551-015-2751-9
  • Sampson, Tony D. (2012). Virality: Contagion theory in the age of networks. Minneapolis: University of Minnesota Press. ISBN: 978 0 8166 7004 8
  • Sánchez, Juan (2009). “Viralizar el mensaje”. En: Sanagustín, Eva. Del 1.0 al 2.0: Claves para entender el nuevo marketing. Madrid: Bubok, pp. 153-171. ISBN: 978 84 9916 044 3
  • Sánchez-Herrera, Joaquín; Pintado-Blanco, Teresa (2010). “Análisis perceptual de las técnicas emergentes en comunicación. Un estudio empírico con implicaciones estratégicas”. AdResearch, v. 1, n. 1, pp. 73-93. https://www.esic.edu/sites/default/files/pages_import/04-vol-1_0.pdf
  • Sarmiento-Guede, José-Ramón; De-Esteban-Curiel, Javier; Antonovica, Arta (2017). “Viral communication through social media: analysis of its antecedents”. Revista latina de comunicación social, v. 72, pp. 69-86. https://doi.org/10.4185/RLCS-2017-1154
  • Seo, Yuri; Li, Xiaozhu; Choi, Yung-Kyun; Yoon, Sukki (2018). “Narrative transportation and paratextual features of social media in viral advertising”. Journal of advertising, v. 47, n. 1, pp. 83-95. https://doi.org/10.1080/00913367.2017.1405752
  • Shifman, Limor (2012). “An anatomy of a YouTube meme”. New media & society, v. 14, n. 2, pp. 187-203. https://doi.org/10.1177/1461444811412160
  • Sivera-Bello, Silvia (2008). Marketing viral. Barcelona: Editorial UOC. ISBN: 978 84 9788 769 4
  • Stephen, Andrew T.; Berger, Jonah A. (2010). Creating contagious: How social networks and item characteristics combine to spur ongoing consumption and reinforce social epidemics. Columbia University of New York. https://repository.upenn.edu/marketing_papers/308
  • Storrod, Michelle L.; Densley, James A. (2017). “‘Going viral’ and ‘Going country’: the expressive and instrumental activities of street gangs on social media”. Journal of youth studies, v. 20, n. 6, pp. 677-696. https://doi.org/10.1080/13676261.2016.1260694
  • Sumner, Wes (2019). “How viral video can spark media attention”. Journal of education advancement & marketing, v. 4, n. 3, pp. 296-302. https://bit.ly/2UHCmM0
  • Susarla, Anjana; Oh, Jeong-Ha; Yong, Tan (2016). “Influentials, imitables, or susceptibles? Virality and word-of-mouth conversations in online social networks”. Journal of management information systems, v. 33, n. 1, pp. 139-170. https://doi.org/10.1080/07421222.2016.1172454
  • Szabo, Gabor; Huberman, Bernardo A. (2010). “Predicting the popularity of online content”. Communications of the ACM, v. 53, n. 8, pp. 80-88. https://doi.org/10.1145/1787234.1787254
  • Tarczydło, Beata; Kondak, Anna; Konior, Adrian (2018). “Viral marketing communication for brand”. Marketing i zarządzanie, v. 54, pp. 89-101. https://doi.org/10.18276/miz.2018.54-07
  • Thomas, Greg (2004). “Building the buzz in the hive mind”. Journal of consumer behavior, v. 4, n. 1, pp. 64-72. https://doi.org/10.1002/cb.158
  • Torrado-Morales, Susana; San-Nicolás-Romera, César; Gómez-Baceiredo, Beatriz (2011). “The runaway lies, media, Internet and viral advertising”. Vivat cademia, v. 115, pp. 95-118. https://doi.org/10.15178/va.2011.115.95-118
  • Túñez-López, Miguel; Sixto-García, José (2012). “A seat in Facebook: Politics 2.0, viral marketing and social networks”. Vivat academia, v. 118, pp. 13-32. https://doi.org/10.15178/va.2012.118.13-32
  • Túñez-López, Miguel; Sixto-García, José; Guevara-Castillo, Melitón (2011). “Social networks and viral marketing: Repercussion and incidence in the construction of the media agenda”. Palabra clave, v. 14, n. 1, pp. 53-65. https://doi.org/10.5294/pacla.2011.14.1.3
  • Van-Noort, Guda; Marjolijn, L. Antheunis; Van-Reijmersdal, Eva A. (2012). “Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism”. Journal of marketing communications, v. 18, n. 1, pp. 39-53. https://doi.org/10.1080/13527266.2011.620764
  • Varis, Piia; Blommaert, Jan (2015). “Conviviality and collectives on social media: Virality, memes, and new social structures”. Multilingual margins: A journal of multilingualism from the periphery, v. 2, n. 1, pp. 31-31. https://doi.org/10.14426/mm.v2i1.55
  • Ventsel, Andreas (2017). “Viral communication and the formation of counter-publics”. Lexia. Rivista di semiotica, pp. 25-26. ISBN: 978 88 255 0315 9 http://lexia.to.it/home-2/archivio-lexia/#viralit%C3%A0
  • Wang, Rong; Liu, Wenlin; Gao, Shuyang (2016). “Hashtags and information virality in networked social movement: Examining hashtag co-occurrence patterns”. Online information review, v. 40, n. 7, pp. 850-866. https://doi.org/10.1108/OIR-12-2015-0378
  • Watts, Duncan (2004). Six degrees: The science of connected age. New York: W. W. Norton & Co. ISBN: 0 393 04142 5
  • Welker, Carl (2002). “The paradigm of viral communication”. Information services and use, v. 22, n. 1, pp. 3-8. https://doi.org/10.3233/ISU-2002-22102
  • Weng, Lilian; Menczer, Filippo; Ahn, Yong-Yeol (2013). “Virality prediction and community structure in social networks”. Scientific reports, v. 3, 2522. https://doi.org/10.1038/srep02522
  • Wilson, Ralph F. (2000). “The six simple principles of viral marketing”. Marketing today, n. 70. https://www.practicalecommerce.com/viral-principles
Fuente de los datos: Dialnet