• ISSN: 2010-023X
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing: Engineering & Technology Digital Library, ProQuest, Crossref, Electronic Journals Library, DOAJ , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2017 Vol.8(2): 83-89 ISSN: 2010-023X
DOI: 10.18178/ijtef.2017.8.2.544

What Determines Viral Phenomenon? Views, Comments and Growth Indicators of TED Talk Videos

Archana Anand Boppolige and Anjula Gurtoo
Abstract—Viral phenomenon drives the business and marketing world to achieve an exponential growth through word-of-mouth diffusion process. The diversity of occurrence of the phenomenon, where a product, online videos, or information, technology, an idea or an event could go viral, pose challenge in measuring which performance measure truly captures viral phenomenon. We performed a measurement study using TED talk videos to identify which of the two performance measures, namely views and comments, truly captures and drives a viral phenomenon. We hypothesized that video comments would be a stronger indicator than video views to measure viral phenomenon. Our results reveal a strong correlation between the two video performance measures. However, video views better represents viral videos and therefore a valid indicator for the measurement of viral phenomenon. The insights can help business strategists and marketing managers in decision making on which performance measure needs business focus in driving virality.

Index Terms—TED talk videos, viral growth measurement, viral marketing, viral phenomenon, Viral videos.

Archana Anand Boppolige is a Research Scholar with the Department of Management Studies, Indian Institute of Science, Bangalore, 560012 India (e-mail: baarchana@mgmt.iisc.ernet.in).
Anjula Gurtoo is an Associate Professor with the Department of Management Studies, Indian Institute of Science, Bangalore, 560012 India (e-mail: anjula@mgmt.iisc.ernet.in).

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Cite: Archana Anand Boppolige and Anjula Gurtoo, "What Determines Viral Phenomenon? Views, Comments and Growth Indicators of TED Talk Videos," International Journal of Trade, Economics and Finance vol.8, no.2, pp. 83-89, 2017.

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