Anatomy of Viral Social Media Events

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Researchers

  • Essi Pöyry
  • Salla-Maaria Laaksonen
  • Arto Kekkonen
  • Juho Pääkkönen

Research units

  • University of Helsinki

Abstract

Discussion topics go sometimes viral in social media without a seemingly coherent pattern. Existing literature shows these discussions can reach a very high level, but, notably, they prevail to varying degrees. This paper investigates the anatomy of viral social media events using a dataset of 960 viral social media discussion topics that have been identified by an algorithm from a variety of social media sources over two years’ time. A negative binomial regression shows that the average daily amount and the relative change in the daily amount of social media platforms at which the event has been discussed has a positive effect on the duration of the event. Average or relative amount of posts or authors has no or very little effect on event duration. The results suggest that viral social media events last longer when people using different social media platforms get exposed to them. This finding contributes to the literature on social media events, virality, and information diffusion.

Details

Original languageEnglish
Title of host publicationProceedings of the 51st Hawaii International Conference on System Sciences
Publication statusPublished - 2018
MoE publication typeA4 Article in a conference publication
EventAnnual Hawaii International Conference on System Sciences - Waikoloa Village, United States
Duration: 3 Jan 20186 Jan 2018
Conference number: 51

Conference

ConferenceAnnual Hawaii International Conference on System Sciences
Abbreviated titleHICSS
CountryUnited States
CityWaikoloa Village
Period03/01/201806/01/2018

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