Elements of a Design Theory of Nano-Viral Messages: Lessons from #Solar Nanovirals

19 Pages Posted: 5 Feb 2020

See all articles by Nick Flor

Nick Flor

University of New Mexico - Department of Marketing, Information Systems, Information Assurance, and Operations Management

Date Written: December 21, 2017

Abstract

Viral messages reach a large number of people at almost no cost. However, the majority of viral messages are based on shocking or entertaining content. Is it possible to make other kinds of content go viral, such as science and technology news? I use conceptual blending analysis to analyze five representative, very small messages about solar technology that went viral (nanovirals). I identify four distinct viral strategies, that vary according to number of belief systems used, and whether the viral message confirmed or contradicted central beliefs. Finally, I use information systems modeling to depict a common viral mechanism underlying the strategies. I conclude with a practical heuristic to guide the design of nanoviral messages.

Keywords: viral messages, design science, conceptual blending analysis, information systems modeling

Suggested Citation

Flor, Nick, Elements of a Design Theory of Nano-Viral Messages: Lessons from #Solar Nanovirals (December 21, 2017). Available at SSRN: https://ssrn.com/abstract=3097899 or http://dx.doi.org/10.2139/ssrn.3097899

Nick Flor (Contact Author)

University of New Mexico - Department of Marketing, Information Systems, Information Assurance, and Operations Management ( email )

Albuquerque, NM 87131
United States

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