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Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. [1]
The word meme was coined by Richard Dawkins in his 1976 book The Selfish Gene as an attempt to explain memetics; or, how ideas replicate, mutate, and evolve. [4] When asked to assess this comparison, Lauren Ancel Meyers, a biology professor at the University of Texas, stated that "memes spread through online social networks similarly to the way diseases do through offline populations."
Since the social media era began, spreadability has allowed internet users to share newly created content as well as remix and remaster other’s work to spread content across platforms. Henry Jenkins believes it is in massive media conglomerates’ economic interest “to move any successful media content from one delivery system to another in ...
Social contagion involves behaviour, emotions, or conditions spreading spontaneously through a group or network. The phenomenon has been discussed by social scientists since the late 19th century, although much work on the subject was based on unclear or even contradictory conceptions of what social contagion is, so exact definitions vary.
An infodemic is a rapid and far-reaching spread of both accurate and inaccurate information about certain issues. [1] [2] [3] The word is a portmanteau of information and epidemic and is used as a metaphor to describe how misinformation and disinformation can spread like a virus from person to person and affect people like a disease. [4]
Emotional contagion is a form of social contagion that involves the spontaneous spread of emotions and related behaviors. [1] [2] Such emotional convergence can happen from one person to another, or in a larger group. Emotions can be shared across individuals in many ways, both implicitly or explicitly.
The term social in regard to media suggests platforms enable communal activity. Social media can enhance and extend human networks. [6] Users access social media through web-based apps or custom apps on mobile devices. These interactive platforms allow individuals, communities, and organizations to share, co-create, discuss, participate in, and ...
Another alternative perspective argues that in reaction to the process of cultural globalization, a "Clash of Civilizations" might appear. Indeed, Samuel Huntington emphasizes the fact that while the world is becoming smaller and interconnected, the interactions between peoples of different cultures enhance the civilization consciousness that ...