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| This paper analyzes the viral communication form of videos, texts and images, and concludes the motivation of online sharing behaviors. Based on the survey conducted by New York Times, supplementary early theories of Ralph F. Wilson and additional content analysis, six motivations of sharing behaviors are concluded in the first part. As for the second part of this paper, by studying a number of viral videos and images that have gained great popularity recently, it concludes the influential factors that contribute to their prevalence, and proposed the Viral Communication Model, which consists of one core element and four auxiliary elements. There are Content, Strategy, Media, Technique and Feedback respectively.????? |
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| Keywords:Advertising; Viral Marketing; Viral Communication; Viral Video; Viral Communication Model; Online Sharing Behaviors |
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