Virality from a persuasive perspective

We all as part of a society have at some point been affected or witnessed virality through products, services or simple rumours. It is a phenomenon that is almost consider unstoppable. While it is easy to understand that it is our collective being who desires to share, it is not obvious what provokes it.

At times, viral effect is related to marketing techniques. This is not considered in this thesis, marketing is an added value on a finished product, it relies on external factors distant from the design process. This paper aims to inquire into what really powers viral spread at its core.
Existing literature about this young concept yet old effect is limited. Consequently, available research and real life examples where consider as evidence to test assumptions.

Furthermore, research about the cognitive relationship between user, technology and persuasion helped put together recommendations or a `How-to` method while designing a product or service with embedded viral effect.

To follow up Interaktionsbyrån vision, the theoretical outcome of this thesis will take form in a note-taking application.

Malmö University, 2013.