Viral design: User concepts of virality on the niche social media site, dribbble

Jeffrey Hemsley, Sikana Tanupabrungsun

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Virality is a much-studied topic on popular social media sites, but has been rarely explored on niche sites. Dribbble is a niche social networking site for artists and designers with over 600,000 users. Using a mixed-method approach, we explore virality from a user-centric perspective. Interviews confirm that viral-like events do exist on Dribbble. Through interviews we identify the measures and possible driving factors of viral-like events. While what spreads is different than on other platforms, our work suggests that the measures and mechanics that drive these events are similar. These similarities reflect fundamental human behavior underlying social phenomenon across different platforms. Our results are supported by regression modeling using variables identified by our informants. Smaller sites like Dribbble are rarely studied, so our work contributes to social media studies, particularly using mixed methods approaches, and to the body of research around information diffusion and viral events.

Original languageEnglish (US)
Title of host publicationProceedings of the 9th International Conference on Social Media and Society, SMSociety 2018
PublisherAssociation for Computing Machinery
Pages91-101
Number of pages11
ISBN (Print)9781450363341
DOIs
StatePublished - Jul 18 2018
Event9th International Conference on Social Media and Society, SMSociety 2018 - Copenhagen, Denmark
Duration: Jul 18 2018Jul 20 2018

Other

Other9th International Conference on Social Media and Society, SMSociety 2018
CountryDenmark
CityCopenhagen
Period7/18/187/20/18

Keywords

  • Dribbble
  • Mixed-methods
  • Social Media
  • Virality

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Networks and Communications
  • Computer Vision and Pattern Recognition
  • Software

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    Hemsley, J., & Tanupabrungsun, S. (2018). Viral design: User concepts of virality on the niche social media site, dribbble. In Proceedings of the 9th International Conference on Social Media and Society, SMSociety 2018 (pp. 91-101). Association for Computing Machinery. https://doi.org/10.1145/3217804.3217901