What Are the Contributing Factors that Make Social Media Content Go Viral

Abstract

This study examines the phenomenon of virality and viral content, particularly in relation to online social media platforms. Although a large number of previous academic studies have examined specific aspects of viral content, few have focused on factors associated with infrastructure. Some qualities of viral content are widely known, while others are largely under researched. Due to the vast sum of empirical studies on the subject of virality, there is a clear need to connect the variety of findings that exist. The objective of this critical review is to draw on existing research to compile a well-rounded vision of the various driving factors that contribute to virality. This critical review therefore synthesizes the most relevant academic studies in the field of virality, in order to establish a multidimensional understanding of the aspects ensuring content becomes viral. Firstly, this thesis identifies three categories of driving factors dictating the level of content ‘attractiveness’ and secondly, it illustrates the significance of social exchange theory for an understanding of each of these driving factors.