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Growth of a Viral Phenomenon: Development and Testing of a New Methodological Framework

Boppolige, Archana Anand and Gurtoo, Anjula (2017) Growth of a Viral Phenomenon: Development and Testing of a New Methodological Framework. In: Australasian Marketing Journal, 25 (1). pp. 57-66. ISSN 1839-3349

Full text not available from this repository.
Official URL: https://doi.org/10.1016/j.ausmj.2017.01.002


Virality or the viral phenomenon refers to the rapid growth and adoption pattern of a product, akin to a biological virus. Whilst evidence of viral success exists in the literature, the measurement of viral success remains underexplored. The exponential growth measurement approach, although popular, has limitations of being a single measure technique. This paper develops a comprehensive methodological framework to empirically measure the viral phenomenon and thereby to identify and differentiate a viral phenomenon from popularity. The concept of spike and peak is introduced to understand the viral diffusion pattern. The high performers are tested for viral growth rate using the curve fitting method. Process mapping to a considerable time-period characterizes the phenomenon at different life stages. Data from TED talk videos test the framework, and Twitter data validate the TED talk results. The paper concludes with a discussion on the significance of the results for product managers and the marketing industry.

Item Type: Journal Article
Publication: Australasian Marketing Journal
Publisher: Elsevier Australia
Additional Information: The copyright for this article belongs to the Elsevier Australia.
Keywords: Measurement; Methodological framework; Peaks and Spikes; TED talk videos; Twitter data; Viral phenomenon
Department/Centre: Division of Interdisciplinary Sciences > Management Studies
Date Deposited: 30 May 2022 04:35
Last Modified: 30 May 2022 11:24
URI: https://eprints.iisc.ac.in/id/eprint/72814

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