The Developing a Viral Video Marketing Framework:
Systematic Literature Review of Emotional Triggers, Social Influence, and AI Algorithms (2011-2024)
Abstract
The rapid evolution of social media has transformed marketing strategies, with viral video advertising emerging as a dominant force in digital engagement. This study systematically reviews the core mechanisms driving viral video consumption and sharing behaviours, analysing the interplay between emotional appeal, social validation, and platform algorithms. Using a Systematic Literature Review (SLR) methodology, this research examines viral video characteristics from 2011 to 2024, sourced from Google Scholar, Scopus, and Web of Science. Key findings highlight the role of emotional arousal (joy, surprise, and outrage), user-generated content (UGC), and participative dissemination in viral success. Additionally, this study explores viral videos' sociological and psychological impact, including their influence on consumer behaviour and digital culture. Ethical concerns, such as negative virality, misinformation, and influencer manipulation, are critically assessed, with recommendations for responsible viral marketing strategies. The study proposes a viral video marketing framework integrating algorithmic optimisation, authenticity, and interactive engagement. Future research should explore cross-cultural variations in virality, AI-driven content amplification, and long-term consumer-brand relationships. This research contributes to a deeper understanding of viral video marketing dynamics and its implications for digital marketing ethics and audience behaviour.
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