Virality in social media: the SPIN Framework | Zendy

Mills Adam J. | Zendy

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Virality in social media: the SPIN Framework

Author(s) -

Mills Adam J.

Publication year - 2012

Publication title -

journal of public affairs

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.221

H-Index - 20

eISSN - 1479-1854

pISSN - 1472-3891

DOI - 10.1002/pa.1418

Subject(s) - viral marketing , nexus (standard) , social media , social marketing , key (lock) , public relations , sociology , conceptual framework , political science , computer science , social science , computer security , law , embedded system

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.

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