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CHAPTER 1: INTRODUCTION 7
CHAPTER 2: METHODOLOGY 13
CHAPTER 3: LITERATURE REVIEW 19
3.1 WHAT IS SOCIAL MEDIA? 19
3.2 DEFINING VIRAL VIDEOS: THE VIRAL TRAITS OF VIDEOS! 21
3.3 CONCEPTUAL FOUNDATIONS: “THEORETICAL PERSPECTIVE BEHIND SHARING INFORMATION” 24
3.3.1 SOCIAL COGNITIVE THEORY 24
3.3.2 SOCIAL CAPITAL THEORY 25
3.3.3 SOCIAL INFLUENCE STUDIES 27
3.4 SOCIAL MEDIA’S IMPACT ON CHINESE USERS 27
CHAPTER 4: FINDINGS 31
4.1 PERSONAL FACTORS 32
4.1.1IMAGE/POPULARITY 33
4.1.2 EXPRESSION FACTOR 36
4.1.3 EXPECTANCY FACTOR 37
4.2 SOCIAL FACTORS 40
4.2.1 TRANSLATING THE CULTURE: COLLECTIVE SOCIAL ACTION 40
4.2.2 THE ENGLISH LANGUAGE FACTOR 42
4.2.3 CONTRIBUTING TO THE SOCIAL WORLD 44
4.3 OTHER FACTORS 48
4.3.1 MAXIMUM REACH 48
4.3.2 CULTURAL AWARENESS 50
4.3.3 ENTERTAINMENT 52
4.3.4 PROMOTE SELF CREATED VIDEOS 55
CHAPTER 5: DISCUSSION AND CONCLUSION 59
REFERENCES 63
APPENDIX 72
APPENDIX A: INTERVIEWS 72
INTERVIEW WITH WINNIE 72
INTERVIEW WITH SKY 78
INTERVIEW WITH JESSIE 83
INTERVIEW GUIDELINE WITH RON 88
INTERVIEW WITH STIFFLER 93
INTERVIEW WITH KATRINA 98
INTERVIEW WITH KIM 102
INTERVIEW WITH ROBERT 108
INTERVIEW WITH SAM 113
INTERVIEW WITH SUSSY 117
INTERVIEW WITH ROB 122
INTERVIEW WITH SEN 126
INTERVIEW WITH STEPHANIE 130
INTERVIEW WITH BENJAMIN 135
INTERVIEW WITH JAKE 139

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