THE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS
Viral Social Media Marketing, a strategy that involves a rapid dispersion of information through digital platforms , has been frequently used by social media managers nowadays. Though many believe that virality may be a “one-time event’, this paper aims to understand the different aspects contributi...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/72220 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Viral Social Media Marketing, a strategy that involves a rapid dispersion of information through digital platforms , has been frequently used by social media managers nowadays. Though many believe that virality may be a “one-time event’, this paper aims to understand the different aspects contributing to the virality of content, specifically, a YouTube Video. Using quantitative research method on 161 unique Youtube viral videos in the The United States and The United Kingdom extracted from kaggle.com data lake (with 67 of them trending twice during the observation period of May 2021 to December 2021, resulting in 228 viral videos in total), it can be concluded that to virilize a YouTube video, an accumulation of Social Capital (Total View Count, Total Subscriber Count), Non-Social Capital (Total Video Posted) and a certain amount of interval between postdate to viral date/video length/video category are necessary. |
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