Figure 6
A diagram illustrating the factors that drive the virality of online content. The diagram is structured in concentric circles, starting from the innermost circle labeled 'Intrapersonal Factors' which includes 'Emotional Response to Content' and 'Control Variables' such as 'Valence (very positive)' and 'Intensity (high)'. Moving outward, the next circle is labeled 'Interpersonal Factors' which includes 'Altruism' and 'Gift-giving'. The outermost circle is labeled 'External Factors' and includes 'Content-specific Factors' such as 'Message', 'Tangible Benefits', 'Available Options', 'Brand Image', 'Medium', 'Quality', and 'Relevance'. The diagram also shows 'Popularity (online and offline)' as part of the external factors. An infinity symbol connects 'Share Online Content' and 'Enhanced Sharing of Online Content' with 'Virality' at the center, indicating a cyclical process.Predictive model of the factors that drive the virality of online content