Virality in social media: the SPIN Framework
The work
| Authors | Adam J. Mills |
|---|---|
| Type | article |
| Year | 2012 |
| Citekey | mills2012virality |
Where it appeared
| Published in | Journal of Public Affairs |
|---|---|
| Publisher | Wiley |
| Volume | 12 |
| Issue | 2 |
| Pages | 162--169 |
Identifiers
| DOI | 10.1002/pa.1418 |
|---|
Access
| Landing page | https://doi.org/10.1002/pa.1418 |
|---|
Abstract
This paper begins by providing foundational descriptions of the social media environment and viral marketing, including relevant examples from current public policy events. Then, proposed is a conceptual model of virality in social media, induced from analysis of successful viral marketing campaigns. The SPIN Framework suggests four key success factors for viral campaigns: spreadability, propagativity, integration and nexus. Finally, both theoretical and actionable implications for scholars and public policy makers alike are discussed.
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How it got here
| How it got here | agent via crossref |
|---|---|
| Added | 2026-08-27 00:00 UTC |
| Approved by | a person 2026-08-27 17:58 UTC |
Filed under
Cite it as
@article{mills2012virality,
title = {Virality in social media: the SPIN Framework},
author = {Adam J. Mills},
year = {2012},
journal = {Journal of Public Affairs},
volume = {12},
number = {2},
pages = {162--169},
publisher = {Wiley},
doi = {10.1002/pa.1418},
}
This record lives at https://refs.drheap.org/mills2012virality/ and will keep doing so.