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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Main Author:	Graciela Chan, Eileen
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

id	id-itb.:72220
spelling	id-itb.:722202023-03-08T07:48:45ZTHE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS Graciela Chan, Eileen Indonesia Final Project Global Economic Management, Viral Social Media Marketing, Data Analytics, You Tube, Social Capital, Non-Social Capital, Video Characteristics, The United States of America, The United Kingdom INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/72220 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. text
institution	Institut Teknologi Bandung
building	Institut Teknologi Bandung Library
continent	Asia
country	Indonesia Indonesia
content_provider	Institut Teknologi Bandung
collection	Digital ITB
language	Indonesia
description	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.
format	Final Project
author	Graciela Chan, Eileen
spellingShingle	Graciela Chan, Eileen THE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS
author_facet	Graciela Chan, Eileen
author_sort	Graciela Chan, Eileen
title	THE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS
title_short	THE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS
title_full	THE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS
title_fullStr	THE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS
title_full_unstemmed	THE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS
title_sort	underlying determinants of viral video in social media marketing of youtube content creators
url	https://digilib.itb.ac.id/gdl/view/72220
_version_	1822279297042219008

THE UNDERLYING DETERMINANTS OF VIRAL VIDEO IN SOCIAL MEDIA MARKETING OF YOUTUBE CONTENT CREATORS

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