Search results for "virality"
showing 3 items of 3 documents
Viral Tweets, Fake News and Social Bots in Post-Factual Politics
2018
•PurposeIn the wake of Brexit and the 2016 US Presidential Elections, “post-factual” society has been heralded as a new era of political communications, where the digital public sphere plays a central role, in spreading “viral” contents and “fake news”, with the help of automated accounts or “social bots”. This paper seeks to define these terms and the methods by which the phenomena they commonly designate might be studied, in order to characterise the dynamics of political deliberation during the 2017 French Presidential Elections on Twitter, the online platform most commonly used for political communication in France. It thus aims to better understand the mechanisms by which information b…
Meme marketing: How marketers can drive better engagement using viral memes?
2022
Scholars and industry stakeholders have exhibited an interest in identifying the underlying dimensions of viral memes. However, the recipe for creating a viral meme remains obscure. This study makes a phenomenological contribution by examining viral memes, exploring the antecedents (i.e., content-related factors, customer-related factors, and media-related factors), consequences, and moderating factors using a mixed-method approach. The study presents a holistic framework for creating viral memes based on the perceptions of customers and industry stakeholders. Four quantitative studies (i.e., a lab experiment, an online quasi-experiment, an event study, and a brand recall study) validate th…
Cultural Contagion from Micro to Macro: A Semiopragmatics Approach
2017
International audience; Although cultures are a group-based process, cultural change occurs on the level of the individual, through micro-level interactions which give rise to new representations. Based on the semiopragmatics approach to communications, this contribution will theorize this process of cultural evolution, linked to the phenomenon of contagion, notably assisted by media and internet-based communication, based on examples of recent emerging cultural trends.