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Paper Type
ERF
Description
Marketers have struggled with the question of how to achieve virality. In this paper we seek to understand and provide a model that predicts virality of their content. We draw from the social identify theory and social capital theory to argue that in-group/ out-group classification plays a greater role in predicting virality than social capital cues like tie strength and number of connections. Furthermore, we use a decision-making approach to understand users' processes as they decide on whether or not to propagate content. Using the Lens Model and Fast and Frugal Decision-Making approach, we propose a 3-step model that integrates both social identification and social capital cues to predict user content propagation behavior . The model expands our understanding of content propagation behavior and virality. The model can be tested through experimental work to further understand the decision-processes of users that lead to virality. Keywords: Weak Ties, Virality, Social Identification, Group Membership, Decision Model
Paper Number
1756
Recommended Citation
Simmonds, Daphne M.; Banerji, Devika; and Hasley, Joseph, "Can Influencers Overcome the Impact of Weak Ties to Achieve Viral Propagation? Applying Social Identification & Social Capital to Predict Virality" (2023). AMCIS 2023 Proceedings. 10.
https://aisel.aisnet.org/amcis2023/vcc/vcc/10
Can Influencers Overcome the Impact of Weak Ties to Achieve Viral Propagation? Applying Social Identification & Social Capital to Predict Virality
Marketers have struggled with the question of how to achieve virality. In this paper we seek to understand and provide a model that predicts virality of their content. We draw from the social identify theory and social capital theory to argue that in-group/ out-group classification plays a greater role in predicting virality than social capital cues like tie strength and number of connections. Furthermore, we use a decision-making approach to understand users' processes as they decide on whether or not to propagate content. Using the Lens Model and Fast and Frugal Decision-Making approach, we propose a 3-step model that integrates both social identification and social capital cues to predict user content propagation behavior . The model expands our understanding of content propagation behavior and virality. The model can be tested through experimental work to further understand the decision-processes of users that lead to virality. Keywords: Weak Ties, Virality, Social Identification, Group Membership, Decision Model
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