University at Buffalo (UB)
Making it Go Viral: Strategies for Online Artist Promotion
Why do some online efforts go spectacularly viral and others fail abysmally? Join us to transform theories into practice and find out!
Project description
Viral communication, testing strategic comm theories of viral marketing as applied to online artists, performers, and teachers.
Project outcome
Using modern elements of Strategic Communication theories, we will rebuild a multimedia artist website with an eye towards producing viral videos of the artist in action. We will then measure the results and report them in a paper by project end.
Project details
| Length of commitment | 6-9 months |
| Start time | Fall Spring Summer |
| In-person, remote, or hybrid? | Hybrid Project |
| Level of collaboration | Large group collaboration (4+ students) |
| Benefits | Badge opportunity; Research, Website Creation, Case Study exploration and Laboratory experience. |
| Who is eligible | All undergraduate students |
Project mentor
Kenton Bruce Anderson
Professor of Instruction
Communication Science
Phone: (716) 645-2368
Email: kba2@buffalo.edu
Start the project
- Email the project mentor using the contact information above to express your interest and get approval to work on the project. (Here are helpful tips on how to contact a project mentor.)
- After you receive approval from the mentor to start this project, click the button to start the digital badge. (Learn more about ELN's digital badge options.)
Preparation activities
Once you begin the digital badge series, you will have access to all the necessary activities and instructions. Your mentor has indicated they would like you to also complete the specific preparation activities below. Please reference this when you get to Step 2 of the Preparation Phase.
I recommend you browse works by Hana S. Noor Al-Deen and other scholars in the field of viral marketing and strategic communication. Also, please read this background paper before our first meeting, and prepare a list of your 5 strongest or most important peer-reviewed papers on viral communication or viral marketing for the group to read as well.
Arjona-Martín, José-Borja; Méndiz-Noguero, Alfonso; Victoria-Mas, Juan-Salvador (2020). “Virality as a paradigm of digital communication. Review of the concept and update of the theoretical framework”.
Profesional de la información, v. 29, n. 6, e290607. https://doi.org/10.3145/epi.2020.nov.07
Keywords
Website design, creation, & maintenance; viral communication; strategic communication; public relations; online advertising; art;