Exploring Viral Phenomenon Methodology for Tangible Purchased Products: Case of iPod and iPad

摘要

Viral phenomenon refers to a special case of maximum market penetration at a rapid growth rate, within a short duration of time and at a low advertising cost. The shrinking product lifecycles and multitude of competing products emphasize the need for measurement of viral success. Current studies focus on a single measure and for only freely available online information. This paper develops a multimeasure viral phenomenon measurement methodology and empirically measures the robustness for tangible products (purchased with monetary value). The viral phenomenon factors of product performance and rate of growth are developed, taking four measures of virality, namely spikes, peak, magnitude, and exponential growth. Two products under the umbrella of Apple, namely iPod and iPad, are studied, using sales data and the related buzz created in social mediums like Twitter. The methodology successfully differentiates a genuine viral froma case of hype or popularity. New insights into iPod and iPad technology trajectory emerge as well.