Relevant factors in video content virality in social networks from the experts' point of view: the case study of the Iranian Platform Rubika

With the advancement of technology and the expansion of the use of the Internet, social networks have become one of the most important means of communication and information exchange in the modern world. These platforms, including Facebook, Twitter, Instagram and YouTube as global networks and Rubika, Eita and Aparat as Iranian networks, have a special place in daily life and have become a place to communicate with others, share experiences and publish various contents. This research identifies the factors that are effective in the viral spread of content in social networks. Factors such as content value, algorithm intelligence, interaction and user preferences play an important role in this process. In the fifth chapter, a special emphasis has been placed on the irreplaceable role of algorithms and quality content as the source of any viral content. Content production does not necessarily have to be expensive; Rather, it is enough that it is liked by users so that the algorithms try to increase the consumption of users in order to make it viral.

In the end, the process of content becoming viral is likened to the flight of a bird, one wing of which is quality content and the other wing is the power of the algorithm. The conditions of the society are also like the weather conditions that can affect the flight. By conducting in-depth interviews with 12 experts and using external and internal sources, this research has investigated and provided solutions for producers and users of social networks.



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