Network Propagation - Chance or Design?: Why Do People Share Online Content?

Abstract

Introduction: New media offer new opportunities. Does this also provide stronger influence over potential customers? With the possibility of ad block, the forward goal must be to develop consumer's desire to consume advertising. Having consumers' attention immensely increases likelihood them to remember content. (Cowan, 1995) This drives researchers to investigate the reasons artifacts become viral on the internet. What factors need to be in place to guarantee virality? Can there be a 'how-to' instruction guide? What needs to be considered when creating ads in order for this new advertising mechanism to be successful? In what way does the content of ads predict viral potential?. © Springer-Verlag Berlin Heidelberg 2013.