Viral Social Media Research Articles

An Exploratory Study of Fact-Checking Practices in Conflict and Authoritarian Contexts

This study explores fact-checking practices in Ethiopia and Mali in times of conflict and in a context marked by increasing restrictions to press freedom. The objective is to understand how, in this hostile environment, fact-checkers in these two countries manage to carry out their activities. Our findings reveal that fact-checkers are often victims of online bullying and harassment and fear reprisal from governments. This pushes them to self-censor, avoiding working on sensitive topics, such as military issues in Mali. In addition, fact-checking organizations in both countries highlight the difficulty of accessing reliable sources. Consequently, they focus more on debunking viral social media content, thus effectively becoming content moderators who have turned away from the mission of holding leaders accountable, one of the primary functions of fact-checking. Regarding their role conception, fact-checkers in Ethiopia and Mali see themselves more as guides helping navigate the information disorder than “guardians of truth” or “truth keepers.”

"Beezin": Analysis of TikTok Content Related to a Viral Social Media Trend.

To evaluate "beezin," a social media trend that involves applying Burt's Bees Lip Balm to the eyelids to induce intoxication, which has the potential to cause ocular problems. Researchers identified the top TikTok videos about beezin using the search terms "beezing," "beezin," "burtsbees," "Burt's Bees on eyelids," and "burtsbeeschallenge." Researchers watched each video and recorded key information. Descriptive statistics were calculated. Sixty top videos were included in the analysis; they had more than 158 million views and more than 11 million likes. More than half (n = 37, 61%) portrayed the trend positively, 11 (18%) portrayed the trend negatively, and 12 (20%) took a neutral stance on the trend. None of the videos were created by a health care provider. Beezin is a viral social media trend that may cause ocular problems. There is a need for factual TikTok content to combat the trend. Health care providers should consider beezin when adolescent patients present with contact dermatitis, conjunctivitis, or other possible sequelae of beezin. [J Pediatr Ophthalmol Strabismus. 20XX;XX(X):XXX-XXX.].

Collective Identity and Ethical Dilemmas Among College Students in Chinese Anonymous Online Communities: Sensory Stimulation and Media Effects of Online Exposure Discourse

This paper explores the dynamics of viral social media exposure posts within anonymous online communities in China, specifically concentrating on college students. Based on theories of effervescence and collective frenzy, this research probes into the emotional triggers and functions of group polarization and social identity reconstruction in the digital sphere. Adopting a mixed-methods approach that integrates semi-structured interviews and surveys, it evaluates participants' interactions with online exposure. The anticipated findings are expected to shed light on how factors like group identity, anonymity, and virality cultivate a carnival-like ambiance in social media exposure. These posts function as instruments for mobilization, provide support for social and political causes, and act as platforms for community building and identity formation. They also offer psychological and emotional outlets, aiding users in processing and expressing personal and societal grievances. The paper aims to deepen people's understanding of how digital interactions influence collective identities and social behaviors.

Tides of change: employee training strategies for promoting risk-taking tourism in the North Sea

PurposeThis study critically examines the transformative impact of the “North Sea TikTok” phenomenon on the marine tourism sector, emphasizing the role of employee training in fostering resilience and adaptability within marine economics and integrated marine systems. It delves into how viral social media trends influence marine tourism destinations, particularly the North Sea, affecting local economies, marine resource management and tourism strategies. By analyzing this trend, the paper seeks to uncover how marine tourism destinations can effectively respond to the challenges and opportunities presented by digital media-driven tourism.Design/methodology/approachEmploying a multidisciplinary framework that merges insights from digital marketing, risk perception in tourism and human resource management, this paper provides a comprehensive qualitative analysis of the “North Sea TikTok” trend. Through a meticulous content analysis of viral videos and an examination of user engagement metrics, alongside a thorough review of contemporary literature in marine tourism and sustainability, the study unpacks the far-reaching implications of social media on marine tourism ecosystems.FindingsThe analysis reveals that the “North Sea TikTok” trend has markedly altered public perceptions of the North Sea, catalyzing a shift toward adventure and risk-taking tourism. This pivot promises economic rejuvenation for local tourism sectors and necessitates agile marine management strategies to accommodate the evolving demands. Implementing innovative employee training programs focusing on safety protocols, environmental conservation and digital engagement is central to managing these dynamics. The paper emphasizes integrating sustainable practices to ensure the equitable growth of marine tourism economies and environmental preservation.Originality/valueThis paper pioneers exploring the nexus between social media trends and their operational and strategic impacts on marine tourism management and economics. Synthesizing social media's viral dynamics with marine tourism development introduces groundbreaking insights into adapting marine tourism strategies in the digital age. It emphasizes the critical need for a skilled workforce capable of navigating the complexities of digital trend-driven tourism markets, proposing a novel model for employee training that aligns with the shifting paradigms of marine tourism engagement. This unique contribution advances academic discourse in marine economics and provides practical frameworks for stakeholders aiming to harness social media trends for sustainable tourism development.

Inspiration or infringement? Social media ‘viral’ trends: a case study on TikTok

Abstract Short-form videos have recently gained popularity thanks to social media platforms like TikTok. Some of the videos created by users go ‘viral’ and are ‘reproduced’ by others as they become trends on this platform. This article examines whether viral social media trends can warrant copyright protection and whether, by recreating such trends without permission, a potential infringement takes place. The idea–expression dichotomy will form the basis of the analysis so that the question is whether the infringer merely borrows an unprotected idea or rather copies a protectable expression. Additionally, as hinted in the pending referral in Mio (C-580/23), the Court of Justice of the European Union (CJEU) is yet to determine how the assessment of similarity, when examining an alleged infringement, must be conducted—is this one of recognizability or rather overall impression? Exceptions and limitations—most pertinently, pastiche—also form part of the discussion as questions are raised on the application of this undefined concept, pending the judgment in Pelham II (C-590/23). A balancing approach shall be taken between the interests of the different stakeholders at hand, including having regard to freedom of expression and protection of IP.

Creating Collaboration: How Social Movement Organizations Shape Digital Activism to Promote Broader Social Change

Social movement organizations (SMOs) have increasingly embraced digital activism, using social media and networking tools to advocate for a cause, to mobilize globally distributed consumers and pressure businesses to change their practices. Past research primarily focuses on how SMOs have used viral social media posts to prompt businesses to take immediate action on an issue. This article proposes a shift in the discourse to explore how SMOs’ digital activism can promote broader social change through collaborative agreements rather than merely demanding narrow concessions or compliance. We examine the online campaigns of a large international SMO and show how the campaigns influenced three global businesses to alter their environmental practices and industry standards. We find that the SMO used contrasting combinations of content positioning and social networking strategies to mobilize consumers, ultimately achieving collaboration agreements by influencing businesses’ risk perceptions and the potential strategic gains from collaboration with the SMO. The comparative analysis yields insights into how SMOs may vary their digital activism strategies depending on consumers’ loyalty to a business and its offerings, including its products and services. We develop a theoretical perspective that explains why and how consumer loyalty can shape SMOs’ selection of digital activism strategies and the process of achieving collaboration agreements. The findings also advance the literature on digital activism strategies by introducing the notion of ambivalent content positioning and emphasizing the significance of social networking for risk management and sustaining SMOs’ digital activism.

INVITATION TO LISTEN: MAPPING CLUBHOUSE’S EARLY INVITE-ONLY SOCIAL CAPITAL NETWORK

Clubhouse has attracted roughly 10 million users to its platform since the early days of the COVID-19 pandemic as an invite-only, drop-in audio social network app. Yet, few studies examine Clubhouse as a new platform for conducting social media research, and even fewer examine the early invite-only growth of social audio apps. This study theorizes Clubhouse as an emerging social media platform during the COVID pandemic, and empirically investigates its communicative capacity, networked connections, and social dynamics. The primary contribution is a social network analysis of Clubhouse’s early users, wherein segmented networked publics based on invite links emerge. While some researchers explain that the growth of invite-only social networks is often attributed to a platform’s ‘cool factor,’ the growth of the early Clubhouse network reveals a hierarchy of social exclusivity among the networked publics, which indicates an embedded capitalist social structure and connection that grants more access to those with more social and economic power. These networked relationships provide insights into how invite-based emerging viral social media platforms are formed.

Today's Cultural Work

Today's cultural work is a dynamic and multifaceted phenomenon that reflects the evolving nature of contemporary societies. This abstract explores the diverse aspects of cultural work in the present context, encompassing art, media, technology, and social dynamics. Cultural work in the 21st century is intricately tied to the intersections of technology and creativity. With the advent of digital platforms and the democratization of content creation, individuals have become active participants in shaping cultural narratives. From viral social media trends to independent digital art projects, the landscape of cultural work is characterized by unprecedented accessibility and inclusivity. Artistic expressions, a vital component of cultural work, have transcended traditional boundaries. Today's artists leverage a spectrum of mediums, including digital art, virtual reality, and interactive installations, challenging conventional artistic norms. The fusion of technology and art not only expands the creative toolkit but also invites audiences to engage with cultural works in immersive and innovative ways. The media landscape plays a pivotal role in shaping contemporary culture. The proliferation of streaming services, podcasts, and online publications has transformed how information and narratives are disseminated. Cultural work within media extends beyond traditional entertainment to include thought-provoking documentaries, investigative journalism, and online platforms fostering dialogue on critical social issues. Moreover, cultural work reflects the ongoing dialogue between tradition and modernity. Communities around the world engage in preserving and revitalizing cultural heritage while adapting to the rapid pace of global change. This negotiation between the old and the new is evident in diverse forms, from heritage conservation projects to the reinterpretation of traditional art forms in a contemporary context. Today's cultural work is a vibrant and dynamic tapestry woven from the threads of technology, art, media, and tradition. It mirrors the ever-changing landscape of society, offering a kaleidoscopic view of the diverse expressions and conversations that define our contemporary cultural experience. As technology continues to advance and societal values evolve, cultural work will likely remain a key driver in shaping the narratives and identity of our rapidly changing world.

Mzansi Magic

Mzansi Magic

Woke Sausages at the Cracker Barrel: Gastronativism and the Synecdochic Politics of Plant-Based Meat

Abstract In August 2022, the U.S. restaurant chain Cracker Barrel introduced a meatless sausage patty—the “Impossible Sausage”—to its breakfast menu. A viral social media backlash against the restaurant ensued. Using Fabio Parasecoli's theory of gastronativism as a theoretical lens, we perform a critical rhetorical analysis of online commentaries regarding Cracker Barrel's Impossible Sausage with an eye toward synecdochic representation. We contend that the online “culture war” that ensued within and beyond Cracker Barrel's social media pages is representative of plant-based meat alternatives’ gastropolitical resonance in U.S. American identity construction. Two synecdoches emerge through our analysis, the Cracker Barrel restaurant as right-wing sacred space embedded in “tradition” and the Impossible Sausage as a leftist, progressive, contagious intrusion into this space. Discourses of faux-Southern identity, right-wing appeals to traditional ways of life, and white masculine victimhood are entrenched in these synecdochic tropes. Understanding the Cracker Barrel's meatless menu debacle as a manifestation of gastronativist synecdoche demonstrates the ideological significance of meat and plant-based meat in contemporary U.S. political imaginaries. Given plant-based foods’ increasing popularity among health- and environmentally conscious consumers, rhetoricians concerned with the intersections of food, power, and identity should take note of how flesh (non)consumption symbolically (re)constructs U.S. American gastropolitical identities.

Directing smartphone use through the self-nudge app one sec

Research suggests various associations of smartphone use with a range of physical, psychological, and performance dimensions. Here, we test one sec, a self-nudging app that is installed by the user in order to reduce the mindless use of selected target apps on the smartphone. When users attempt to open a target app of their choice, one sec interferes with a pop-up, which combines a deliberation message, friction by a short waiting time, and the option to dismiss opening the target app. In a field-experiment, we collected behavioral user data from 280 participants over 6 wk, and conducted two surveys before and after the intervention span. one sec reduced the usage of target apps in two ways. First, on average 36% of the times participants attempted opening a target app, they closed that app again after one sec interfered. Second, over the course of 6wk, users attempted to open target apps 37% less than in the first week. In sum, one sec decreased users' actual opening of target apps by 57% after six consecutive weeks. Afterward, participants also reported spending less time with their apps and indicated increased satisfaction with their consumption. To disentangle one sec's effects, we tested its three psychological features in a preregistered online experiment (N = 500) that measured the consumption of real and viral social media video clips. We found that providing the additional option to dismiss the consumption attempt had the strongest effect. While the friction by time delay also reduced consumption instances, the deliberation message was not effective.

Influence of social media on the uptake of emerging musicians and entertainment events

The purpose of this study is to examine how emerging musicians use social media to achieve exposure of their music and entertainment events. The Parasocial Engagement Model and the multiple case research design guided the study. A sample of 20 emerging musicians was selected from Ibadan and Lagos in Nigeria through snowballing. An initial questionnaire schedule was used to collect data about the respondents’ backgrounds while an interview guide was used to collect data about the role and use of social media. Contact between the researcher and the musicians was created using video call approaches. The musicians are motivated to use social media to express themselves, connect with other musicians, and expand their audiences. Social media platforms allow audiences to be more expressive because they do not involve face-to-face interactions, but rather the disclosure and organization of information. Viral social media challenges, remaking of popular and trending songs, and other video contents related to various fields of interest are ways emerging musicians use social media to form impressions and reduce ambiguity about their personalities. Collaboration with social media influencer accounts and social media magazines has also been identified as a social media usage strategy.

Applying Behavioral Contagion Theory to Examining Young Adults’ Participation in Viral Social Media Challenges

Viral social media challenges have erupted across multiple social media platforms. While social media users participate in prosocial challenges designed to support good causes, like the Ice Bucket Challenge, some challenges (e.g., Cinnamon Challenge) can also potentially be dangerous. To understand the influential factors, experiences, and reflections of young adults who participated in a viral social media challenge in the past, we conducted interviews with 30 college students (ages 18–27). We applied behavioral contagion theory as a qualitative lens to understand whether this theory could help explain the factors that contributed to their participation. We found that behavior contagion theory was useful but not fully able to explain how and why young social media users engaged in viral challenges. Thematic analyses uncovered that overt social influence and intrinsic factors (i.e., social pressure, entertainment value, and attention-seeking) also played a key role in challenge participation. Additionally, we identified divergent patterns between prosocial and potentially risky social media challenges. Those who participated in prosocial challenges appeared to be more socially motivated as they saw more similarities between themselves and the individuals that they observed performing the challenges and were more likely to be directly encouraged by their friends to participate. In contrast, those who performed potentially risky challenges often did not see similarities with other challenge participants, nor did they receive direct encouragement from peers; yet, half of these participants said they would not have engaged in the challenge had they been more aware of the potential for physical harm. We consider the benefits and risks that viral social media challenges present for young adults with the intent of optimizing these interactions by mitigating risks, rather than discouraging them altogether.

Tourists’ Trust of Social Media Information and Behavioural Intention in Viral Cafes: Mediating Effect of Satisfaction

Social media is now the primary form of communication among tourists and has soared in popularity, which has directly impacted the spread of the phenomenon of viral content marketing. Viral social media content and information functions as a great source of information for tourists as it provides greater reach accessibility and exposure that offline marketing cannot achieve. However, little attention has been given by tourism scholars in assessing the level of trust in social media information and tourists’ satisfaction after visiting viral attractions. This study examines the mediation effect of satisfaction on the relationship between social media information trust and behavioural intention in viral cafés in Ipoh, Perak. The data was obtained from 385 tourists who visited viral cafes in Ipoh and analysed using the SEM-PLS approach. The finding indicates that satisfaction mediates the relationship between social media information trust and behavioural intention. Importantly, social media information trust has a significant relationship with tourists’ behavioural intention with the presence of satisfaction. The study results suggested that destination managers and marketers need to be creative in establishing trustable social media information as trust serves as a highly important aspect in influencing tourists’ behavioural intention and future decision-making.

Response strategies to maintain emotional resonant brand reputations when targeted by user-generated brand parodies

Mostly satirising top-of-mind brands, user-generated parody accounts are a phenomenon mostlyassociated with Twitter. As an emerging trend in South Africa, parody accounts using cleverlywrittensatire attract a large and loyal following as social media communities enjoy the sharedpleasure of sharing funny content and the intense positive emotions felt when making fun ofbrands that they care about. Of particular concern is when audiences find parody accounts morehonest, entertaining and authentic compared to the official social media brand account. Moreover,user-generated parody accounts often misappropriate brand identities, thereby not only confusingunsuspecting social media communities but also satirising brand meanings. Correspondingly,social media management teams are faced with a reputational risk or paracrisis, since theemotional resonance of brand reputations are being hijacked. Too often, official responses toparody accounts are knee-jerk responses to take back control, such as aggressive threats andlitigation, easily escalating into angry viral social media backlashes. The purpose of the study wasto establish suitable paracrisis response strategies for parodied brands to maintain emotionallyresonant reputations. Using a synergistic approach to mixed methods in a triangulation design,this study collected and analysed data from a purposive and snowball sample of 207 social mediaexperts. Findings suggested that humorous, tongue-in-cheek banter with user-generated parodyaccounts intended for harmless fun optimise emotionally resonant brand reputations in the ageof parody.

Applying the uses and gratifications theory to identify motivational factors behind young adult's participation in viral social media challenges on TikTok

Social media usage can impact its users’ mental and physical health. In particular, social media challenges, activities performed by an individual or a group that are uploaded to a social networking site to achieve a specific goal, have the potential to encourage and spread positive and negative behavior. We conducted interviews with thirty-two college students (ages 18-23) and using qualitative analysis grounded in the Uses and Gratifications Theory determined the motivations underlying participation in these challenges on the rapidly growing and unique social media platform TikTok. Six categories consistent with the Uses and Gratifications Theory emerged from this analysis, indicating that individuals use TikTok for 1) entertainment, 2) convenience and utility for widespread communication, 3) increasing social interaction, 4) finding social support, 5) seeking and sharing information, and 6) escaping from everyday life. We discuss how these motivations can be used to minimize the spread of viral self-harm challenges through TikTok.

Viral challenges as a new form of museums’ activity in social media

Due to the new social media channels as well as an increase of content created, growingly important is a creative approach to the content creation. One way is the forming of the viral content and challenges. The pandemic time revealed that museums undertake unstandardized activities and take up the challenges. The research aim was to analyze museums’ activities in viral social media challenges. The qualitative content analysis method was conducted to realize the assumed aim. Findings revealed that although such activity is rather occasional, it is always consistent with the museums’ core topics and social actions. The participation in challenges revealed also the importance of building relations with organizations.

How Soft Propaganda Persuades

An influential body of scholarship argues that authoritarian regimes design “hard” propaganda that is intentionally heavy-handed in order to signal regime power. In this study, by contrast, we link the power of propaganda to the emotional power of “soft” propaganda such as television dramas and viral social media content. We conduct a series of experiments in which we expose over 6800 respondents in China to real propaganda videos drawn from television dramas, state-backed social media accounts, and state-run newscasts, each containing nationalist messages favored by the Chinese Communist Party. In contrast to theories that propaganda is unpersuasive, we show that propaganda effectively manipulates anger as well as anti-foreign sentiment and behavior, with heightened anti-foreign attitudes persisting up to a week. However, we also find that nationalist propaganda has no effect on perceptions of Chinese government performance or on self-reported willingness to protest against the state.

Visualizing Viral Cartography with MapReverse

Social media provide a fast-moving ecosystem for the rapid dissemination of digital maps. Some maps become viral, reaching massive audiences across diverse networks. A new challenge for cartographers is to characterize the design and dissemination of viral maps in social media. Here, we present a prototype visualization tool called MapReverse which allows users to explore collections of map images that are similar to a given viral map. Similar maps are identified using a combination of reverse image search and machine learning image analysis. In some cases, we can identify original sources for maps; more commonly we can identify many modifications of the original viral maps. This system provides a glimpse into the evolution of cartographic design as found in viral social media.

Membangun Branding Produk UMKM Melalui Media Sosial Tiktok

The occurrence of the Covid-19 pandemic makes many MSMEs have to lose money and go out of business, whereas in Indonesia the most important joint that sustains the wheels of the country's economy is MSMEs. In addition to the pandemic, the challenge of MSMEs is rise of the digital economy movement is very rapid for making MSMEs demanded to understand information technology. The covid-19 pandemic is increasingly encouraging human activity through the internet network. One of the simplest steps to build a brand through TikTok social media. In 2020 number of downloads amounted to 63.3 million both in the Apple store and the play store the best-selling application is TikTok. Indonesia is the downloader of the application amounting to 11% of the total downloads of tiktok application, with tiktok MSME actors can build their product brand, considering it does not require a lot of cost and energy. The potential of the wider market and the future business will also be a consideration because tiktok social media is widely used by millennials who have high consumptive power. This study uses qualitative descriptive, uses literature studies quoted from book journals as well as relevant websites. The purpose of this study is to encourage MSMEs to have a good brand so that they can compete with other products, and through social media, especially TikTok, the MSME market segment can be wider internationally. Considering that social media has eliminated geography, meaning that when it can go viral social media, everyone can see MSME products. 
 Keywords: MSMEs, Branding, TikTok