Unravelling the Viral Dynamics: Exploring the Spread of Content in the Digital Landscape

The advent of social media platforms in the digital age has catalyzed the emergence of 'viral communication' - the rapid dissemination of social issues, real-life events, and narratives through shared videos, messages, and news across digital channels. This phenomenon thrives on internet sharing via social networks, video-sharing websites, email, and messaging apps. Viral videos and messages have become potent tools for individuals and groups to shed light on lesser-known societal aspects. The past two years have witnessed an influx of viral content ranging from thought-provoking videos addressing real-life issues to entertaining and captivating content. This study explores the dynamics of viral content propagation, examining factors contributing to the widespread dissemination of specific videos, messages, and narratives in the digital realm. By analyzing underlying viral communication mechanisms and patterns, the research aims to provide insights into the interplay between content, user engagement, and digital platforms, enhancing the understanding of this increasingly influential phenomenon. DOI: https://doi.org/10.52783/tjjpt.v45.i02.6392