Major global climate agreements, (i.e., the Sendai Framework for Disaster Risk Reduction, Paris Climate Agreement, and the Sustainable Development Goals) all emphasize the need to integrate disaster resilience and climate risks with continued sustainable development concerns. The need for increased disaster resilience planning, especially at the community level,Īs well as the need to address sustainability are clear these dual objectives have been deemed national priorities in a number of recent US Executive Orders. We also offer directions for future research. Our framework contributes to the literature by providing an outline and related set of factors that may be useful for understanding and positioning future research on viral marketing and may also help practitioners who seek to launch products virally. Some important factors included are, for example, at the propagation stage, consideration of the networks through which viral propagation occur and potential transmission costs faced by content forwarders.
Each stage has been identified in prior studies however, no comprehensive framework of these constructs, nor their relationships to one another, has so far been found. The five stages recognized are: content development virality prediction seed engagement content propagation and virality response. It details five major stages of viral diffusion campaigns, their relationships to each other, and relevant findings from the literature. New York, Ajzen, Organ Behav Hum Decis Process 50:179–211, 1991). From intentions to actions: a theory of planned behavior. 1989) and planned behavior (Ajzen Ajzen, I. (Phelps et al., J Advert Res 44:333–348, 2004), other academic and industry viral marketing literature, and information systems literature including theories widely used in IS research, such as reasoned actioned (Fishbein and Ajzen Fishbein and Ajzen, Intention and behavior: an introduction to theory and research, Addison-Wesley, MA, 1975), Technology Acceptance Model (Davis 1989 Davis et al. Paper presented at the 2008 7th international conference on mobile business) and Phelps et al. (Wiedemann DG, Palka W, Pousttchi K (2008) Understanding the determinants of mobile viral effects-towards a grounded theory of mobile viral marketing. Based on a review of academic and industry literature, this study proposes the “Comprehensive Framework of Viral Technology Diffusion-Stages and Factors.” The framework specifically draws on stage models developed by Wiedemann et al. The level of viral diffusion expected after a technology product or service is launched is important for determining the marketing budget, forecasting revenue, and understanding the resources necessary to manufacture and/or support the technology.
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