Viral Messages Research Articles

SARS-CoV-2 EndoU-ribonuclease regulates RNA recombination and impacts viral fitness.

Coronaviruses (CoVs) maintain large RNA genomes that frequently undergoes mutations and recombination, contributing to their evolution and emergence. In this study, we find that SARS-CoV-2 has greater RNA recombination frequency than other human CoVs. In addition, coronavirus RNA recombination primarily occurs at uridine (U)-enriched RNA sequences. Therefore, we next evaluated the role of SARS-CoV-2 NSP15, a viral endonuclease that targets uridines (EndoU), in RNA recombination and virus infection. Using a catalytically inactivated EndoU mutant (NSP15 H234A ), we observed attenuated viral replication in vitro and in vivo . However, the loss of EndoU activity also dysregulated inflammation resulting in similar disease in vivo despite reduced viral loads. Next-generation sequencing (NGS) demonstrated that loss of EndoU activity disrupts SARS-CoV-2 RNA recombination by reducing viral sub-genomic message but increasing recombination events that contribute to defective viral genomes (DVGs). Overall, the study demonstrates that NSP15 plays a critical role in regulating RNA recombination and SARS-CoV-2 pathogenesis.

From virus to viral: content analysis of HIV-related Twitter messages among young men in the U.S.

BackgroundAdolescents and young adults account for over 21% of new HIV infections in the U.S. with most new cases among young men. As an important information source for this group, social media can uniquely reveal the perspectives and communicative patterns of this key population. We identified 6,439 young male Twitter users (ages 13–24) in the U.S. using an NLP pipeline with geolocations. From their Twitter timelines, we collected 24,600 HIV-related tweets, among which the most retweeted and favorited tweets (n = 472) were analyzed through a content analysis.ResultsThree themes arose in this online viral discourse around HIV among young men: (i) othering, (ii) politics and activism, (iii) risk and wellness. Othering tweets contained stigmatizing jokes and insults alienating individuals who identify as lesbian, gay, bisexual, transgender, queer or questioning, intersex, asexual, or being elsewhere on the gender and sexuality spectrum (LGBTQIA +), and people with HIV. Politics and activism tweets discussed awareness, stigma, HIV criminalization, violence, LGBTQIA + , and women’s rights. Risk and wellness tweets discussed risk behaviors for sexually transmitted infections (STIs) (e.g., condomless sex, transactional sex, multiple sexual partners), or safer sex and preventive practices (e.g., pre-exposure prophylaxis [PrEP], condom use, achieving undetectable viral load, medication adherence, and STI testing).ConclusionThe social acceptability of high-risk sex behaviors is high among young male Twitter users. Given the double-edged nature of social media—health-promoting (e.g., awareness, health activism) as well as risk-promoting (e.g., risky behavior endorsement, identity attacks)— this population may benefit from targeted health communication intervention. Future HIV prevention efforts should counter the stigma, misinformation, and risk-promoting viral messages prevalent on social media.

АДАПТАЦІЙНЕ УПРАВЛІННЯ ПОКАЗОМ РЕКЛАМНИХ РОЛИКІВ В СОЦІАЛЬНИХ МЕРЕЖАХ ЗА СХЕМОЮ БАГАТОРУКОГО БАНДИТА

In a rapidly changing marketing environment, to ensure the success of an advertising campaign, it is necessary to minimize the time from the idea of advertising to the implementation of communication. There is a need for simultaneous advertising, study and adjustment of communication processes. Accordingly, it is necessary to make a certain sequence of decisions, the sum of which ensures the right balance between learning and earning. One of the most convenient adaptation mechanisms for practical implementation is the two-armed bandit scheme. A two-armed bandit is a model of multiple choices of one of two alternatives with an a priori unknown distribution of payoffs between them. Each alternative is associated with one arm of the bandit. As a result of the choices made, the probabilistic distribution of payoffs is identified by step to step and used to exploit the best alternative. In practice, there may be more alternatives, in which case the multiple decision problem is maped to the multi-armed bandit scheme. A new multi-armed bandit-based model for advertising control in social networks is proposed. The idea is that multiple advertisements are displayed simultaneously, and the frequency of display of each depends on its performance - from the level of viewer retention to the contact frame. Based on the retention rates, a certain share of resources is redistributed among the commercials on a daily basis. Simple and effective formulas for the reassignment of resources are proposed, taking into account both the current unevenness of retention rates and the statistics of video demonstrations. A simulation of the control model for a 35-day campaign for three commercials is performed. The performance of the control model is demonstrated both under steady-state conditions and in the case of a viral message insertion. The phase trajectories show how the response of the system to the insertion of a viral message changes with different control parameters.

Event marketing as an effective tool for the advertising campaign of the social network "VKontakte"

The subject of this article is event marketing as a tool for the advertising campaign of the social network "VKontakte." It provides an analytical perspective on current trends in advertising and offers specific recommendations for the effective use of marketing tools in the evolving advertising environment. The main focus is on the importance of the social network's interaction with its audience through the organization and sponsorship of various events, as well as the optimization of feedback analysis and the effectiveness of advertising campaigns in the context of digital technologies and social media. The article proposes a theoretical and practical justification for the feasibility of conducting not only online events and activities (forums, discussions, educational courses) but also offline events (concerts in clubs and open venues), as well as organizing events in collaboration with cultural and educational centers in the country. An example of the advertising campaign of the social network "VKontakte" serves as illustrative material to confirm the effectiveness of the proposed approaches. The scientific relevance and novelty of this article are manifested in several key aspects. Firstly, the work considers event marketing as an innovative tool aimed at creating "viral messages" and improving the interaction of the promoted social network with its audience, opening new perspectives in brand promotion and consumer interaction. The second aspect is related to the reverse effect in this case - the influence of social networks on the effectiveness of event marketing. Given the complexity of the nature of social networks, as they simultaneously act as service providers to their users and media channels, the combination of these two functions in the activities of such market participants allows them to leverage many advantages associated with the complexity of their nature, which increases the importance of analyzing the theoretical foundations and possibilities of advertising campaigns.

The Success of Viral Videos on YouTube as a Growth Driver for MSMEs (Micro, Small, and Medium Enterprises)

Viral videos on YouTube have become an important source in the growth of Micro, Small and Medium Enterprises (MSMEs). This research aims to analyze 12 viral YouTube message videos with views above 1 million in the context of MSMEs (using the hashtag #UMKM). An in-depth literature review is used to understand the theoretical basis of the viral video phenomenon and how it can be an effective instrument in supporting MSME business growth. Research methods include analysis of video content, including elements that lead to virality, impact on brand awareness, and increased sales. The results of this research reveal important messages, such as creativity, emotional appeal, the use of appropriate keywords, and a positive impact on the growth of MSMEs.

CCR4-NOT differentially controls host versus virus poly(a)-tail length and regulates HCMV infection.

Unlike most RNA and DNA viruses that broadly stimulate mRNA decay and interfere with host gene expression, human cytomegalovirus (HCMV) extensively remodels the host translatome without producing an mRNA decay enzyme. By performing a targeted loss-of-function screen in primary human fibroblasts, we here identify the host CCR4-NOT deadenylase complex members CNOT1 and CNOT3 as unexpected pro-viral host factors that selectively regulate HCMV reproduction. We find that the scaffold subunit CNOT1 is specifically required for late viral gene expression and genome-wide host responses in CCR4-NOT-disrupted cells. By profiling poly(A)-tail lengths of individual HCMV and host mRNAs using nanopore direct RNA sequencing, we reveal poly(A)-tails of viral messages to be markedly longer than those of cellular mRNAs and significantly less sensitive to CCR4-NOT disruption. Our data establish that mRNA deadenylation by host CCR4-NOT is critical for productive HCMV replication and define a new mechanism whereby herpesvirus infection subverts cellular mRNA metabolism to remodel the gene expression landscape of the infected cell. Moreover, we expose an unanticipated host factor with potential to become a therapeutic anti-HCMV target.

Giant cluster formation and integrating role of bridges in social diffusion

AbstractResearch SummaryIn social networks, isolated subgroups often aggregate into a massively connected subgroup, or a giant cluster, when bridges are built across subgroups. To understand the roles of bridges in integrating subgroups, we develop models focusing on the percentage of bridges among all ties. When it is below 1%, diffusion does not affect many individuals because the system is merely a collection of fragmented subgroups. Near 1%, however, we find that a slight increase in the percentage of bridges leads to sudden widespread diffusion across many subgroups. This dramatic change stems from a threshold‐like structural characteristic of the network whereby previously fragmented subgroups come together abruptly. Our findings suggest that this integrating role of bridges is an important piece missing from the literature on small‐world networks.Managerial SummaryOur findings suggest that the formation of a giant cluster could be a structural precondition for large‐scale diffusion. Detection of such clusters may allow prognostication of the possibility of large‐scale diffusion. With the rise of social media and the availability of large amounts of social network data, the ability to detect giant clusters seems to be more attainable than in the past; such an ability would be a source of competitive advantage. We describe methods of detecting giant clusters and analyzing their structural properties using readily available social network data. With these methods, entrepreneurs and established firms can stimulate user adoption by targeting massive clusters of aggregated subgroups and spreading viral messages about their new products or services throughout the clusters.

PENGARUH KETERLIBATAN PELANGGAN, SIKAP PEMBELIAN, DAN PERSEPSI KEMUDAHAN PENGGUNAAN APLIKASI SOCIOLLA TERHADAP NIAT BELI PRODUK SKINCARE MELALUI PEMASARAN VIRAL SEBAGAI VARIABEL INTERVENING

The viral marketing phenomenon occurred in cyberspace drives many changes in the marketing. In the past several years, there was a lot of viral news spreading in the society. In the skincare sector, industry attracts many fans through various ways, included viral message dissemination. Sociolla became the one of platform that produced feasibility for users to earn huge benefit from viral messages in the form of reviews written by other users. This study aimed to measure the effect of viral marketing, perceived ease of use of applications, purchase attitudes, and customer involvement in skincare products on the sociolla platform on people's purchase intentions. This study used quantitative research with descriptive analysis techniques using WARP-PLS. The sampling technique used was non-probability sampling with a purposive sampling technique. The sample of this study was 111 sociolla users in Surabaya, Sidoarjo, and surrounding areas. The results of this study indicate that viral marketing on perceptions of the ease of use of applications and purchase attitudes do not affect purchase intentions. Besides, the perceived ease of use of the application affects purchase attitudes and purchase attitudes affect purchase intentions. Moreover, customer engagement affects purchase intention and viral marketing.

Mean-field theory of social laser

In this work we suggest a novel paradigm of social laser (solaser), which can explain such Internet inspired social phenomena as echo chambers, reinforcement and growth of information cascades, enhancement of social actions under strong mass media operation. The solaser is based on a well-known in quantum physics laser model of coherent amplification of the optical field. Social networks are at the core of the solaser model; we define them by means of a network model possessing power–law degree distribution. In the solaser the network environment plays the same role as the gain medium has in a physical laser device. We consider social atoms as decision making agents (humans or even chat bots), which possess two (mental) states and occupy the nodes of a network. The solaser establishes communication between the agents as absorption and spontaneous or stimulated emission of socially actual information within echo chambers, which mimic an optical resonator of a convenient (physical) laser. We have demonstrated that social lasing represents the second order nonequilibrium phase transition, which evokes the release of coherent socially stimulated information field represented with the order parameter. The solaser implies the formation of macroscopic social polarization and results in a huge social impact, which is realized by viral information cascades occurring in the presence of population imbalance (social bias). We have shown that decision making agents follow an adiabatically time dependent mass media pump, which acts in the network community reproducing various reliable scenarios for information cascade evolution. We have also shown that in contrast to physical lasers, due to node degree peculiarities, the coupling strength of decision making agents with the network may be enhanced sqrt{langle krangle } times. It leads to a large increase of speed, at which a viral message spreads through a social media. In this case, the mass media pump supports additional reinforcement and acceleration of cascade growth. We have revealed that the solaser model in some approximations possesses clear links with familiar Ising and SIS (susceptible-infected-susceptible) models typically used for evaluating a social impact and information growth, respectively. However, the solaser paradigm can serve as a new platform for modelling temporal social events, which originate from “microscopic” (quantum-like) processes occurring in the society. Our findings open new perspectives for interdisciplinary studies of distributed intelligence agents behavior associated with information exchange and social impact.

VIRAL MARKETING MESSAGE, CONSUMERS’ ATTITUDE TOWARDS VIRAL MARKETING, COMPETITIVENESS ABILITY, AND BUSINESS PERFORMANCE

Empowerment of technology and the use of digital media that are currently practiced through appropriate marketing strategies and tactics will be able to make businesses survive in the midst of the Covid-19 pandemic. Viral marketing strategy is a low-cost effective marketing strategy for mass targeting. Powerful viral promotions can reach thousands of consumers, can inspire them to buy certain branded products, and create a competitive advantage for businesses. This study takes the Tanggulangin leather craft SMEs as one of the centers of the leather industry in Indonesia, with the research variables being viral marketing message strategies, consumer attitudes towards viral marketing, competitiveness ability, and business performance. The study was conducted on 235 respondents who met the requirements of the research provisions. Data analysis using SmartPLS 3. The results obtained are that viral marketing massage has a direct positive effect on consumer attitudes towards viral marketing, competitiveness, and business performance. Consumer attitudes towards viral marketing have a direct positive effect on competitiveness and business performance. In addition, consumer attitudes towards viral marketing partially mediate the relationship between viral marketing messages and competitiveness, and competitive ability partially mediates the relationship between consumer attitudes towards viral marketing and business performance.

Launcher nodes for detecting efficient influencers in social networks

Influence propagation in social networks is a subject of growing interest. A relevant issue in those networks involves the identification of key influencers. These players have an important role on viral marketing strategies and message propagation, including political propaganda and fake news. In effect, an important way to fight malicious usage on social networks is to understand their properties, their structure and the way messages propagate.This paper proposes a new index for analyzing message propagation in social networks, based on the network topological nature and the influential power of the message. The new index characterizes the strength of each node as a launcher of the message, dividing the nodes into launchers and non-launchers. This division is most evident when the viral power of the message is high. Together with other known metrics, launcher individuals can assist to select efficient influencers in a social network. For instance, instead of choosing a strong member according to its degree in the network (number of followers), we may previously select those belonging to the launchers group and then look for the lowest degree members contained therein. These members are probably cheaper (on financial incentives) but still guarantying almost the same influence effectiveness as the largest degree members.We discuss this index using a number of real-world social networks available in known datasets repositories.

Power and the Tweet: How Viral Messaging Conveys Political Advantage

Researchers are increasingly confronting the need to examine the impacts of social media on democratic discourse. Analyzing 55,560 tweets from the official Twitter accounts of the Democratic and Republican Parties in the United States, the authors examine approaches used by political parties to encourage sharing of their content within the contemporary political divide. They show that tweets sent by the Republican Party are more likely to be predominant in the language of assessment and that tweets predominant in the language of assessment lead to more retweets. Further, this effect is reduced as political parties gain control of successive branches of government because successive increases in political power create fewer impediments to the implementation of a party’s political agenda. As impediments to action are reduced, so is regulatory fit for assessment-oriented language. Goal pursuit language shared on Twitter therefore reveals distinct approaches to obtaining and wielding power across the U.S. political system and constitutes an important tool for public policy makers to use in successfully conducting policy debates.

What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda

While practice and research show that Corporate Social Responsibility (CSR) communication on social media can have positive effects on corporate reputation, brand attitude and purchase intention, consumer engagement with CSR posts has been underwhelming. Companies are not successfully tapping into the inherent potential of social media communication. This theoretical review integrates extant CSR and social media communication research to contribute to a better understanding of the processes involved in CSR effectiveness on social media. We develop a theoretical model of CSR social media communication, that takes into account its specific characteristics—sensitivity to peer influences through norm activation, interactivity, viral CSR message propagation through sharing, CSR empowerment, and humane-oriented appeals in CSR posts. The hypothesized framework connects CSR and social media-specific drivers with two social media CSR communication outcomes: i) CSR effectiveness in terms of CSR associations, corporate/brand attitude and purchase behavior, and ii) social media performance indicators related to propagation on the network—social media endorsement and opposition (liking, positive and negative commenting, and sharing of the CSR post). The model explains the resulting relationships through mediation processes based on CSR credibility and motive attribution, psychological consumer empowerment, moral emotions, as well as social identity and norm activation. Self-construal and community identification are identified as consumer-based contingency factors of these effects. The review framework provides an extended process-oriented agenda for future studies. The paper recommends multi-brand experimental field studies in a real-life social media setting and highlights the requirement of industry collaboration. The expected findings will help companies to choose relevant CSR initiatives, design effective CSR posts, boost viral propagation on the network, and counter and avoid social media opposition through negative feedback.

Fake News Sharing

Fake news has become a growing problem for societies, spreading virally and transforming into harmful impacts in social networks. The problem of fake news is even more troubling in the healthcare context. In the healthcare literature, it has been well established that threat situations and coping responses facilitate information sharing and seeking among the public. Along a similar vein, we argue that threat and coping related cues are important indicators of shareworthiness of fake news in social media. We address the following research questions associated with fake news sharing in the context of Zika virus: How do threat- and coping-related cues influence fake news sharing? We characterize threat situations that have threat and severity cues and coping responses that are based on reaction to protection and fear cues. The results indicate the significant positive effect of threat cues and protection cues on fake news sharing. Such an investigation can allow the monitoring of viral fake messages in a timely manner.

MODELING ASYMMETRIC INFORMATION WARFARE IN THE PRESENCE OF HYPE

One of the typical situations in information confrontation is that one of the parties has an advantage in the broadcasting resource, while the other party spreads more viral messages. The question arises as to the extent to which these factors can balance each other. In other words, how large should be the advantages of one of the parties in its factor in order to win the information war. The model of information confrontation in society in the presence of excitement is considered. Supporters are believed to be recruited by the two parties by spreading messages through affiliated media. Their supporters participate in participatory propaganda, spreading these messages to other individuals. The model has the form of a system of two nonlinear ordinary differential equations. Numerical experiments have been carried out with the model. Within the framework of the experiments, all parameters were recorded, except for the broadcasting intensity of one party and the intensity of the transmission of messages by the other party during interpersonal communication. The values of the first of these parameters were taken with a certain step, and through numerical experiments. One of these parameters was varied, and the value of the second parameter was determined by a numerical experiment, at which the parties have an equal number of supporters at the end of the confrontation. The ratio between the specified parameters is obtained, at which the given party wins. This relationship is linear.

The role of viral marketing in improving the mental image of the Palestinian cellular communications company Jawwal - Southern Governorates

The aim of the research is to test and analyze the correlation and impact relationships between the dimensions of viral marketing (electronic publishing methods, viral advertising campaigns, the electronic spoken word, motivations of viral message conveyers) and to improve the mental image (perception, influence, motivation, and desire) from the viewpoint of the customers of the Palestinian Cellular Communications Company (Jawwal), and revealing the differences in the responses of the sample members according to the following personal variables: (gender, use of mobile services, duration of use, degree of interest in mobile services). To achieve the research objectives, the descriptive analytical approach was used for its suitability to the nature of this study, and the questionnaire was used as a main tool. For the purpose of completing this research, (440) questionnaires were distributed, and (380) were recovered, representing (86.%) as a recovery rate. The distributed questionnaires targeted (Jawwal) customers. The researcher used the Statistical Package for Social Sciences (SPSS) to analyze the primary data collected from the research. The researcher has reached a set of results related to the field of application, the most important of which are: the existence of a positive relationship between the dimensions of viral marketing and improving the mental image, as well as the existence of a statistically significant effect between the dimensions of viral marketing and enhancing the mental image in the company under study. Finally, there are statistically significant differences between the average of the respondents’ answers due to personal variables (gender, use of mobile services, duration of use, degree of interest in mobile services).The researcher recommends that the researched company take advantage of the viral ads to reach the largest segment of the target customers and motivate the e-messengers to re-send these ads to relatives and friends so that it may become a basic means of promoting its services and improving its mental image.

TRUST ON VIRAL ADVERTISING MESSAGES AND ITS IMPACT ON CONSUMERS ATTITUDE

The purpose of this paper is to contribute to the growing body of research on viral advertising messages which is based on viral marketing, while concentrating on trust of viral advertising messages and its effect on consumer attitude. The population of this study is who purchased products through viral advertising in Chennai city, the sample is 635 respondents. In order to measure the variables used in this research, a questionnaire was used. Also, Statistical methods were used for the analysis of final descriptive and inferential statistics. The findings showed that there is a significant relationship between the trust on viral message and consumer attitude.

Characteristics of viral messages on Telegram; The world’s largest hybrid public and private messenger

Telegram is a new Instant Messaging application providing key features for both public and private messaging. Telegram is similar to group broadcast or micro-blogging platforms, while on the other hand, it has features of ordinary Instant Messaging applications such as WhatsApp. In this paper, investigating a real dataset crawled from Telegram, we provide several observations which can explain the information flow, business model of content providers, and social sensing aspects of Telegram. The crawled dataset which is manually labeled by six persons contains two months of public messages of selected Telegram channels. Moreover, we introduce the viral messages in instant messaging services and propose formal definition of these messages as well as deeply analyzing their characteristics and features. Detection of virality characteristics of messages in Telegram can be beneficial for both end-users and digital marketers. Consequently, we propose statistical and word embedding approaches to detect viral messages and their sentiment and message category.Our experiments indicate that the word embedding approach can significantly outperform other baseline models.

Reaping the Benefits of Virality in Advertising - A Study of the Indian Scenario

With the rapid and unprecedented growth and advancement of digital technology, the present world is experiencing several changes and innovations in every field. In this world of change, innovations in marketing and advertising are definitely in the front row. Actually, the global cut-throat competition has impelled sellers, advertisers and marketers to use alternative techniques and compliment their traditional techniques with newer ones to reach their prospective customers. In simple words, advertising and marketing now takes place digitally in addition to the traditional modes. One such popular technique of marketing products and services through digital media is Viral Marketing. It refers to the spreading of product and service related information to a massive audience at a very fast speed through the use of the internet based services like blogs, tweets, e-mails, social networking sites, company websites, mobile messages etc. As these viral messages are transmitted digitally, they carry the benefit of being low cost or no-cost, speedy and high–impact mode of disseminating product and service related information to the prospects. India, being a country with the second highest population in the world and blessed with a huge internet using population base is one of the best Viral Marketing Destinations. The authors in this study have tried to show the effectiveness of Viral Marketing campaigns in India with the help of selected viral advertisements in recent times. The term Viral Marketing has also been known by terms like electronic Word of Mouth (e-WOM), Network enhanced word of mouth marketing, Stealth Marketing etc.

Explaining Viral CSR Message Propagation in Social Media: The Role of Normative Influences

As companies increasingly communicate CSR initiatives through social media, viral message propagation has become a crucial prerequisite for CSR success. Evidence from two experimental studies, one based on a national representative online sample, shows that social media peers’ endorsement of a CSR message in terms of number of shares, likes and positive replies contributes to an individual’s intention to share it on the social network and thereby participate in message propagation, and that this process can be explained by normative influences exerted by the social media community through the activation of injunctive and descriptive norms, as well as social identity motives. Findings further confirmed that the norm-activating effects of social media endorsement are moderated by the empowering qualities of the CSR message, the sharing source of the message by affecting CSR credibility, and the recipient’s interdependent self-construal. Corporate communication managers are advised to achieve a high degree of initial social media endorsement of their CSR message, for recipients of the message to perceive social pressure motivating message sharing with their social media peers.