Seeding Viral Content: The Role of Message and Network Factors

Yuping Liu-Thompkins

Online viral campaigns require a seeding strategy that involves choosing the first-generation consumers to spread a viral message to others.

Seeding Viral Content: The Role of Message and Network Factors

Yuping Liu-Thompkins

Old Dominion University

Management slant

  • A proper seeding strategy is critical to the success of a viral video.
  • The need for a "big-seed" strategy (i.e., using many consumers as initial targets) decreases as the quality of a viral message increases.
  • It is best to start a viral campaign with consumers who have a strong tie with the viral-message originator.
  • A moderately heterogeneous group of consumers with not too few (or too many) common interests can best increase the reach of...

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