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Understanding Social Media Content Virality: A Study of Youth Perceptions in Bangladesh |
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| รหัสดีโอไอ | |
| Creator | Nowsin Jahan Etee |
| Title | Understanding Social Media Content Virality: A Study of Youth Perceptions in Bangladesh |
| Publisher | Faculty of Communication Arts, Chulalongkorn University |
| Publication Year | 2569 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 13-21 |
| Keyword | Social media, Content virality, Perception, Youth, Bangladesh |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP/ |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2630-0621 |
| Abstract | Digital communication has positioned social media as a primary platform for information dissemination, enabling content to spread rapidly among large audiences. The viral nature of this phenomenon has intensified in recent years, motivating this study to identify the key factors driving virality, with particular attention to the context of Bangladesh. A central focus is how Bangladeshi youth perceive and engage with viral social media content. Findings reveal that emotional triggers--such as happiness, anger, sadness, shock or controversy, humor, and entertainment--significantly increase the likelihood of content going viral. Influencers and celebrities further amplify this process by shaping and promoting content. The study also shows that individuals are more inclined to share material that resonates with their personal beliefs, though misleading or false information can achieve virality due to insufficient scrutiny. Additionally, brands and companies often exploit viral content as a strategic tool to promote their products. |
