2012/03/21 by Adam J. Mills · 1 citation
Social Sciences · Physics and Astronomy · #Digital Marketing and Social Media #Social Media and Politics #Complex Network Analysis Techniques
paper · doi:10.1002/pa.1418
openalex publication_date 2012/03/21 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/25
This paper begins by providing foundational descriptions of the social media environment and viral marketing, including relevant examples from current public policy events. Then, proposed is a conceptual model of virality in social media, induced from analysis of successful viral marketing campaigns. The SPIN Framework suggests four key success factors for viral campaigns: spreadability, propagativity, integration and nexus. Finally, both theoretical and actionable implications for scholars and public policy makers alike are discussed. Copyright © 2012 John Wiley & Sons, Ltd.