Understanding Social Media Content Virality: A Study of Youth Perceptions in Bangladesh
Article Sidebar
Main Article Content
Abstract
Digital communication has positioned social media as a primary platform for information dissemination, enabling content to spread rapidly among large audiences. The viral nature of this phenomenon has intensified in recent years, motivating this study to identify the key factors driving virality, with particular attention to the context of Bangladesh. A central focus is how Bangladeshi youth perceive and engage with viral social media content. Findings reveal that emotional triggers--such as happiness, anger, sadness, shock or controversy, humor, and entertainment--significantly increase the likelihood of content going viral. Influencers and celebrities further amplify this process by shaping and promoting content. The study also shows that individuals are more inclined to share material that resonates with their personal beliefs, though misleading or false information can achieve virality due to insufficient scrutiny. Additionally, brands and companies often exploit viral content as a strategic tool to promote their products.
Article Details
References
Allsop, D. T., Bassett, B. R., & Hoskins, J. A. (2007). Word-of-mouth research: Principles and applications. Journal of Advertising Research. 47(4), 388-411.
Baran, S. J., & Davis, D. K. (2006). Mass communication theory: Foundations, ferment and future (4th ed.). Wadsworth.
Berger, J., & Milkman, K. L. (2012). What makes online content viral. Journal of Marketing Research, 49(2), 192-205.
Blumler, J. G., & Katz, E. (1974). The uses of mass communications. Sage.
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23(1), 46–65.
Festinger, L., Riecken, H., & Schachter, S. (1956). When prophecy fails. Harper-Torchbooks.
Haralabopoulos, G., Anagnostopoulos, I., & Zeadally, S. (2018). Viral content propagation in online social networks. https://doi.org/10.48550/arXiv.1712.02245
Holmes, D. (2005). Communication theory: Media, technology and society. Sage.
Igben H. G. O., & Acchugbue O. E. (2024). Influence of viral contents on the rapid spread of information on the social media platforms in Nigeria. British Journal of Marketing Studies, 12(6), 24-40.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, Unite! The challenges and opportunities of social media. Business Horizons, 53, 59-68.
Katz, E., Gurevitch, M., & Haas, H. (1973). On the use of mass media for important things. American Sociological Review, 38(2), 164–181. https://repository.upenn.edu/server/api/core/bitstreams/9b8e3b85-b218-4ffc-a5d5-cc1d7291eb26/content
Martin, J. B. A., Noguero, A. M., & Mas, J. S. V. (2020). Virality as a paradigm of digital communication: Review of the concept and update of the theoretical framework. International Journal of Information and Communication, 29(6), 1-18.
McQuail, D. (1983). Mass communication theory. Sage.
Porter, L., & Golan, G. J. (2006). From subservient Chicken to Brawny men: A Comparison of viral advertising to television advertising. Journal of Interactive Advertising, 6(2), 30-38.
Ridge, B. V. (2023, August 5). The origins of viral marketing: Tracing the inventor and evolution of a digital phenomenon. https://www.mediummultimedia.com/en/marketing-usa/
Rogers, E. M. (1995). Diffusion of innovations (4th ed.). Free Press.
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, 83(4), 1–20. https://doi.org/10.1177/0022242919841034
Westley, B. H., & MacLean, M.C., Jr. (1970). A conceptual model for communications research. In K. K. Sereno & C. D. Mortensen (Eds.), Foundations of communication theory (pp. 73–82). Harper & Row.
Yang, H. C., & Wang, Y. (2015). Social sharing of online videos: Examining American consumers’ video sharing attitudes, intent, and behavior. Psychology & Marketing, 32(9), 907-919. https://doi.org/10.1002/mar.20826
