what makes your app go viral? introducing the viral growth formula [thesis]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 1/84
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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%&'Q )->)$.;' ;&.; I+,< . <.+/';)-H D'+(D'$;):'M ); U,=L> V' :'+Q )-;'+'(;)-H ;,
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' C ,I T5
)-;'-()IQ +'('.+$& +'H.+>)-H ;&' 'II'$;( ,I )-$'-;):'(M .( ;&'Q I,=-> ;&')+ )<D.$; ;,
V' _=);' ()H-)I)$.-; )- ,-' ,I ;&' 'XD'+)<'-;( ;&'Q $,->=$;'>?
S,+;'+ i F,L.- 0B1147 (;.;' ;&.; '.+L)'+ +'('.+$& ,- ;&' )-IL='-$' ,I )-$'-;):'(
,- +'$,<<'->.;),-( I,$=('> ,- D''+W;,WD''+ $,<<=-)$.;),- ,I D'+(=.():'
<'((.H'( ;&.; .+' V.('> ,- ;&' 'XD'+)'-$' ,I ;&' ('->'+ U);& . $'+;.)- D+,>=$; ,+
('+:)$'? [,U':'+M ;&)( +'('.+$& I,$=('( ,- D''+W;,WD''+ $,<<=-)$.;),- ,I
D'+(=.():' <'((.H'( )->'D'->'-; ,I ;&' D,();):' ,+ -'H.;):' 'XD'+)'-$' ,I ;&'
('->'+ 0.-> +'$)D)'-;7 U);& . $'+;.)- D+,>=$; ,+ ('+:)$' P D+'>,<)-.-;LQ +'I'++'>
;, .( .- 'L'<'-; ,I )-;+)-()$ <,;):'( 0#$&=;^M 3CCBj [, i ]'<D('QM B1317?
"./)-H =(' ,I )-$'-;):'( $.- V' V,;& +)(/I=L .-> +'U.+>)-H? h- ;&' ,-' &.->M
$,-(=<'+( (D'-> +'L.;):'LQ <=$& ;)<' ;, U,+>W,IW<,=;& V'$.=(' ;&' D+,:)>'+ ,I
;&' +'$,<<'->.;),- >,'( -,; .$; ,=; ,I ('LIW)-;'+'(; 0m)+;^ i K&'UM B11B7?
%&'+'I,+'M )-;+,>=$)-H )-$'-;):'( ;, ');&'+ ('->'+( ,+ +'$'):'+( <)H&; ;./' .U.Q
;&' '(('-$' ,I U,+>W,IW<,=;& P );( L,,('-'((? J-,;&'+ +)(/ )( ;&.; ;&' +'$)D)'-; ,I
;&' :)+.L <'((.H' D'+$'):'( ); .( (D.< 0],V'L' -$ /0<M B1127? h- ;&' ,;&'+M (''>)-H
;&' +)H&; $,-(=<'+( U);& ;&' +)H&; )-$'-;):'( Q)'L>( =D ;, ')H&; ;)<'( <,+'
+'I'++.L( ;&.- (''>)-H ;&' U+,-H ,-'(? %, $,<V)-' ;&)( )-()H&; U);& -';U,+/(
>Q-.<)$(M (''>)-H &=V( .-> V+)>H'( $.- '.()LQ )-$+'.(' ;&' -=<V'+ ,I (=$$'((I=L
+'I'++.L( VQ <,+' ;&.- &.LI 0[)-^ -$ /0<M B1337? \)-.LLQM H'->'+ >)II'+'-$'( .+' I,=->
)- ;&' 'II'$;( ,I :)+.L <.+/';)-H .-> )-$'-;):' (Q(;'<( 0F.+V.+)-, i #;+.&)L':);^M
B115j JU.> i c.H,U(/QM B11Tj %&' e'X; m'VM B13B7? d,($,$$, -$ /0< 0B11C7
(=HH'(; ;&.; )-()H&;( I+,< H'->'+ $,-(;+=$;),- D'+(D'$;):'( (&,=L> ;&'+'I,+' V'
)-;'H+.;'> )-;, -';U,+/ .-> ,;&'+ H'->'+ )-'_=.L);Q (;=>)'(?
c'$'-;LQM <.-Q +'('.+$& D.D'+( (D+,=; I+,< ;&' I)'L>( ,I :)+.L <.+/';)-HM
-';U,+/ >Q-.<)$(M .-> )-$'-;):' (Q(;'<(? J I'U .=;&,+( D+,D,('> ;&' )-;'H+.;),-
,I ;&'(' I)'L>(M ;&'+'=-;,? J+.L -$ /0< 0B1337 $,-$L=>' ;&.; ;U, D+)-$)D.L (;+.;'H)'(
&.:' '<'+H'> ;, L':'+.H' ;&' U,+>W,IW<,=;& 'II'$;E (''>)-H 0,+ -';U,+/
;.+H';)-H7 .-> )-$'-;):'( 0+'I'++.L (;+.;'H)'( ;&.; '-$,=+.H' D''+ .>,D;),-7? O=;;L'
03CCTE D? B547 (;+'(('( ;&' )<D,+;.-$' ,I <,+' +'('.+$& ,- ;&' 'II'$;):'-'(( .->
.DDL)$.;),- ,I )-$'-;):'(M .( &' I)->( ;&.; V,;& -';U,+/( .-> )-$'-;):'( .+'
)<D,+;.-; >+):'+( )- ;&' U,+>W,IW<,=;& <,>'L? F,>'( .-> ".Q^L)- 0B11C7 (;+'((
;&' )<D,+;.-$' ,I I=;=+' +'('.+$& ,- &,U 'X;+)-()$ .-> )-;+)-()$ )-$'-;):'(
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 31 ,I T5
$,<D.+' )- $+'.;)-H U,+>W,IW
<,=;&M /''D)-H )- <)-> ;&')+
I)->)-H( ;&.; ,-' ,I ;&' /'Q
>)II'+'-$'( V';U''- L,Q.L .->
-,-WL,Q.L $=(;,<'+( )( ;&' )((=' ,I
)-;+)-()$ )-$'-;):'( P U&)L' I,+ .
D+,>=$; U);& . L,U )-);).L
.U.+'-'(( L':'LM U,+>W,IW<,=;&
;&.; )( <,(; 'II'$;):' .; >+):)-H
(.L'( )( $+'.;'> VQ L'(( L,Q.L
$=(;,<'+( .-> ,$$=+( V';U''-
.$_=.)-;.-$'(M -,; I+)'->(? Y-
.>>);),- ;, .LL ;&' I,+'H,)-HM . I'U
D.;'-;( ;&.; .+' +'H)(;'+'> )- ;&' `-);'( #;.;'( $,<V)-' ;&' $,-$'D;( ,I :)+.L
<.+/';)-HM -';U,+/ >Q-.<)$(M .-> )-$'-;):' (Q(;'<( 0J;.^/Q i O.+,-'M B116j
")$+,(,I; K,+D,+.;),-M B1337?
%&=(M ($)'-$' <.;=+'> '-,=H& ;, $,--'$; ;&' I)'L>( ,I :)+.L <.+/';)-HM -';U,+/
>Q-.<)$(M .-> )-$'-;):' (Q(;'<( -,UM .-> ,+H.-)^.;),-( .+' U.);)-H I,+ .-(U'+(?
%&'+'I,+'M ;&' +'('.+$& _='(;),- )( ,I ;&)( ;&'()( )(E
5C,/$ -88-)$ '& D'*88-%-#$ $B;-7 &8E *#)-#$*A-7 /#' $,- 7*F- &8 )(7$&4-%G7
#-$2&%97 ,/A- &# $,- A*%/0 7())-77 &8 / 4&H*0- &% 2-H /;;0*)/$*&#I=
['-$'M ;&' ;);L' ,I ;&)( +'('.+$& D.D'+ )( km&.; "./'( p,=+ JDD F, G)+.LlM .-> ;&'
H,.L( I,+ ;&)( +'('.+$& .+' I,=+WI,L>E 037 ;, )-;+,>=$' . <,>'L ,I )-$'-;):)^'>
:)+.L);Q I,+ D+,>=$;( .-> ('+:)$'(j 0B7 ;, ;'(; ;&' .V,:' <,>'L U);& . +'.L U,+L>
'XD'+)<'-;j 0A7 ;, D+,:)>' )-()H&;( )- ;&' U.Q >)II'+'-; ;QD'( ,I )-$'-;):'( .->
$=(;,<'+ D+,I)L'( )-IL='-$' :)+.L);Q ,I D+,>=$;( .-> ('+:)$'(j .-> 057 ;, )-;+,>=$'
;&' G)+.L F+,U;& \,+<=L. )-$L=>)-H . :)+.L +,.><.D D+,:)>)-H (;.+;=D( .-> ,;&'+
'-;+'D+'-'=+( U);& . I+.<'U,+/ I,+ <./)-H ;&')+ D+,>=$;( .-> ('+:)$'( H, :)+.L? J
(;.+;=D :)'UD,)-; )( &.->L'>M (, ;&' +'('.+$& D.D'+ )( (;+)$;LQ I,$=('>E I,+ 'X.<DL'M
('->'+( .-> +'$)D)'-;( ,I U,+>W,IW<,=;& V')-H >)($=(('> .+' .LU.Q( 0D,;'-;).L7
!"#$% '$#()*+,
-+.)+*/)0102)'0
3)245#(61+$'".0
3*+(%- J ? K&##-)$*#+ $,- 8*-0'7
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 33 ,I T5
$=(;,<'+(M .-> ;&' (=V8'$; ,I U,+>W,IW<,=;& V')-H >)($=(('> )( .LU.Q( ;&'
,+H.-)^.;),- .->s,+ );( D+,>=$;0(7 ,+ ('+:)$'0(7?
%&)( +'('.+$& D.D'+ )( ,+H.-)^'> .( I,LL,U(? \)+(;M .- 'X;'-():' ;&',+';)$.L
,:'+:)'U ;&.; V,;& 'XDL.)-( .-> $,--'$;( ;&' <.8,+ $,-$'D;( U);&)- ;&' I)'L>( ,I
:)+.L <.+/';)-HM -';U,+/ >Q-.<)$( .-> )-$'-;):' (Q(;'<(M )( D+,:)>'> ,- ;&' V.()(
,I . -'U ;&',+';)$.L I+.<'U,+/? J; ;&' '-> ,I ;&)( ;&',+';)$.L ,:'+:)'U .
$,-$'D;=.L I+.<'U,+/ )( D+,D,('>M .-> &QD,;&'('( ;&.; U)LL V' ;'(;'> .+'
D+,:)>'>? #'$,->M ;&' +'('.+$& .-> >.;. $,LL'$;),- <';&,>( .+' $L.+)I)'>? %&)+>M
(;.;)(;)$.L D+,$'>=+'( .+' 'XDL.)-'> .-> $,->=$;'>? \,=+;&M ;&' +'(=L;(M D,;'-;).L
)<D.$; ,I ;&)( +'('.+$&M ;&' )-;+,>=$;),- ,I ;&' G)+.L F+,U;& \,+<=L. DL=(
.$$,<D.-Q)-H L)<);.;),-( .-> U'./-'(('( .-> )<DL)$.;),-( I,+ I=;=+' +'('.+$& .+'
>)($=(('>? d.(; V=; -,; L'.(;M . L)(; ,I +'I'+'-$'( .-> ;&' .$;=.L (';W=D ,I ;&'
'XD'+)<'-; .+' .>>'>?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 3B ,I T5
56,- '*88*)(0$B 0*-7: #&$ *# $,- #-2 *'-/7: H($ *# -7)/;*#+ $,- &0' &#-7: 2,*), %/4*8B:
8&% $,&7- H%&(+,$ (; /7 4&7$ &8 (7 ,/A- H--#: *#$& -A-%B )&%#-% &8 &(% 4*#'7<=
W *,&- ".Q-.+> a'Q-'(
>; 7#(+-(%26$3 +?(-?2(@
Y- ;&)( $&.D;'+ . $,<DL';' ,:'+:)'U ,I 'X)(;)-H .$.>'<)$ L);'+.;=+' $,-$'+-)-H ;&'
;&',+';)$.L $,-$'D;( =('> )- ;&)( +'('.+$& )( D+,:)>'>? K,-('$=;):'LQM <.)- ;,D)$(
.-> $,-$'D;( U);&)- ;&' I)'L> ,I :)+.L <.+/';)-HM )-$'-;):' (Q(;'<(M .-> -';U,+/>Q-.<)$( U)LL V' >)($=(('>? O=; I)+(;M <,(; )<D,+;.-; ;&',+';)$.L $,-$'D;( U);&)-
;&'(' I)'L>( U)LL V' )-;'H+.;'> )-;, . <,>'L ,I )-$'-;):)^'> :)+.L);Q I,+ D+,>=$;( .->
('+:)$'( 0(''E \)H=+' A7?
O'I,+' >):)-H )- >''D'+ U);& ;&' ;&',+';)$.L $,-$'D;( ,I '.$& +'('.+$& .+'.M L';
=( I)+(; L,,/ .; ;&' <.)- );'<( U);&)- ;&' D+,D,('> <,>'L? %&' /'Q DL.Q'+( )- ;&'('
+'('.+$& I)'L>( .+' ;&' ,+H.-)^.;),-M U&, )-);).;'( ,+ >'()H-( :)+.L <.+/';)-H .->
3*+(%- L ? M&'-0 &8 *#)-#$*A*F-' A*%/0*$B 8&% ;%&'()$7 /#' 7-%A*)-7
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 3A ,I T5
)-$'-;):' (Q(;'<(M ;&' ('->'+M U&, )-);).;'( U,+>W,IW<,=;& VQ ('->)-H D'+(=.():'
<'((.H'( D''+W;,WD''+M .-> ;&' +'$)D)'-;M U&, +'$'):'( ;&' D'+(=.():' <'((.H'
.-> >,'( ,+ >,'( -,; .$; =D,- );? m' I)-> ;&'(' .$;,+( )- -=<'+,=( +'('.+$&
D.D'+( 0O.-(.L i G,Q'+M B111j cQ= i \')$/M B116j O'+H'+ i #$&U.+;^M B133j
a.DL.- i [.'-L')-M B1337? #,<';)<'(M ;&' U'V();' ;&' U,+>W,IW<,=;& )( ('-; I+,<
)( .L(, +'I'++'> ;, .( .$;,+ 0O+,U- -$ /0<M B1167?
O,;& ('->'+( .-> +'$)D)'-;( ,I 0'L'$;+,-)$7 U,+>W,IW<,=;&M U&)$& )( >'I)-'> VQ
['--)HW%&=+.= -$ /0< 0B115E D? AC7 .( k$,<<=-)$.;),- ;&.; $,-()(;( ,I .-Q D,();):'
,+ -'H.;):' (;.;'<'-; <.>' VQ D,;'-;).LM .$;=.LM ,+ I,+<'+ $=(;,<'+( .V,=; .
D+,>=$; ,+ $,<D.-QM U&)$& )( <.>' .:.)L.VL' ;, . <=L;);=>' ,I D',DL' .->
)-(;);=;),-( 0:). ;&' Y-;'+-';7lM <./' =(' ,I ;&')+ 0D'+(,-.L7 -';U,+/( ;&.; .II'$;
;&')+ V'&.:),+ 0O,+H.;;) i *,-'(M 3CCTj F,L>'-V'+H -$ /0<M B113j m.;;(M B115j cQ= i
[.-M B11C7? hI $,=+(' ;&' ,+H.-)^.;),- .L(, ;./'( ,- >)II'+'-; +,L'(E ,V('+:'+M
<,>'+.;,+M <'>).;,+ .->s,+ D.+;)$)D.-; 0F,>'( -$ /0<M B1127? [,U':'+M )- ;&)(
+'('.+$& U' U)LL I,$=( ,- ;&' ('->'+ .-> ;&' +'$)D)'-; ,I U,+>W,IW<,=;& .-> ;&'
U.Q ,+H.-)^.;),-( $.- V'-'I); ,I ;&' -';U,+/( ,I ;&'(' /'Q DL.Q'+( VQ )-$'-;):)^)-H
;&'<?
m&'+'.( ;&' D'+(=.():' D''+W;,WD''+ $,<<=-)$.;),- I+,< ;&' ('->'+ ;, ;&'
+'$)D)'-;M ;&' U,+>W,IW<,=;& $,<<=-)$.;),-M $.- V' ;+)HH'+'> VQ :.+),=( >+):'+(
0#=->.+.< -$ /0<M 3CCTj ]'LL.+,$.( i e.+.Q.-M B114j ".^^.+,L -$ /0<M B1167M ;&'
)-;'+.$;),- V';U''- ;&' ,+H.-)^.;),- ,- ;&' ,-' &.->M .-> ;&' ('->'+ .-> ;&'
+'$)D)'-; ,- ;&' ,;&'+ &.->M $.- V' ;+)HH'+'> VQ )-$'-;):'( 0O)Q.L,H,+(/Q -$ /0<M
B113j m)+;^ i K&'UM B11Bj ['--)HW%&=+.= -$ /0<M B115j O+,--'+ i ]' [,,HM B1317?
KL.+/ i m)L(,- 03C437 >'I)-' )-$'-;):'( .( ;.-H)VL' ,+ )-;.-H)VL' +'U.+>( ;&.; .+'
,II'+'> VQ ,+H.-)^.;),-( ;, )-IL='-$' $=(;,<'+ ,+ '<DL,Q'' V'&.:),+? m' U)LL (;)$/
;, ;&)( >'I)-);),-j ;&,=H& =(' ); ,-LQ )- +'I'+'-$' U);& )-IL='-$)-H $=(;,<'+
V'&.:),+?
JL;&,=H& ); <.Q (''< I.+ I';$&'> ;, $,<V)-' ;&+'' ,I ;&'(' '<'+H)-H +'('.+$&
.+'.(M m)L(,- 0B1127 .L+'.>Q D+,:)>'> ()X (;'D( ;, .- 'II'$;):' :)+.L <.+/';)-H
(;+.;'HQ ;&.; $,<V)-'( ;&' ;&+'' /'Q .+'.( >)($=(('> )- ;&)( D.D'+E H):' .U.Q
D+,>=$;( ,+ ('+:)$'( 0)-$'-;):'(7j D+,:)>' I,+ 'II,+;L'(( ;+.-(I'+ ;, ,;&'+(
0:)+.L);Q7j ($.L' '.()LQ I+,< (<.LL ;, :'+Q L.+H' 0:)+.L);Q7j 'XDL,); $,<<,-
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 35 ,I T5
<,;):.;),-( .-> V'&.:),+( 0)-$'-;):'(7j =;)L)^' 'X)(;)-H $,<<=-)$.;),- -';U,+/(
0-';U,+/(7j .-> ;./' .>:.-;.H' ,I ,;&'+(N +'(,=+$'( 0-';U,+/(7? ",+',:'+M ]'
O+=Q- .-> d)L).- 0B11T7 (;+';$& ;&.; ;&' ;&+'' <,(; (;+)/)-H U.Q( ,I (=$$'((I=LLQ
)<DL'<'-;)-H :)+.L <.+/';)-H ,$$=+ U&'- 0.7 $=(;,<'+( U)LL)-HLQ V'$,<'
D+,<,;'+( ,I . D+,>=$; ,+ ('+:)$' .-> (;.+; (D+'.>)-H ;&' U,+> 0:)+.L);Q7j 0V7
$=(;,<'+( (;.+; (D+'.>)-H ;&' U,+> .I;'+ +'$'):)-H ,+ V')-H D+,<)('> .- 'XDL)$);
)-$'-;):' 0)-$'-;):'(7j ,+ 0$7 $=(;,<'+( ()<DLQ >'()+' ;, (&.+' ;&' D+,>=$; V'-'I);(
U);& ;&')+ I+)'->( 0-';U,+/(7 P D+'$)('LQ ;&'(' ;&+'' +'('.+$& .+'.( &.->L'> )- ;&)(
D.D'+? JL(,M [)-^ -$ /0< (=HH'(; ;&.; ;&' (;+=$;=+' ,I -';U,+/(M ;&' $&.+.$;'+)(;)$( ,I
;&' .$;,+(M .-> ;&' )-$'-;):'( I,+ (&.+)-H <'((.H'( ;,H';&'+ I,+< ;&' $+);)$.L :)+.L
<.+/';)-H (=$$'(( I.$;,+( I,+ ,+H.-)^.;),-(?
B?3 P %&' [,LQ F+.)L I,+ V=()-'(('( P H,)-H :)+.LE
\)+(;M ;&' I)'L> ,I :)+.L <.+/';)-H )( 'X.<)-'> I=+;&'+? J( 'XDL.)-'>M 0'L'$;+,-)$7
U,+>W,IW<,=;& $.- V' >'I)-'> .( k$,<<=-)$.;),- ;&.; $,-()(;( ,I .-Q D,();):' ,+
-'H.;):' (;.;'<'-; <.>' VQ D,;'-;).LM .$;=.LM ,+ I,+<'+ $=(;,<'+( .V,=; . D+,>=$;
,+ $,<D.-QM U&)$& )( <.>' .:.)L.VL' ;, . <=L;);=>' ,I D',DL' .-> )-(;);=;),-( 0:).
;&' Y-;'+-';7l 0['--)HW%&=+.= -$ /0 M B115E D? AC7? m,+>W,IW<,=;& <.+/';)-H )( k;&'
I)+<(N )-;'-;),-.L )-IL='-$)-H ,I $,-(=<'+W;,W$,-(=<'+ $,<<=-)$.;),-( 0a,^)-';(
-$ /0<M B1317? G)+.L <.+/';)-H $.- I=+;&'+<,+' V' >'($+)V'> .( k;&' D.;;'+- )-
U&)$& Y-;'+-'; $,<D.-)'( (D+'.> VQ <./)-H =(' ,I $=(;,<'+ +'I'++.L( 0['L<M
B1117 ,+ k.-Q (;+.;'HQ ;&.; '-$,=+.H'( )->):)>=.L( ;, D.(( ,- . <.+/';)-H <'((.H'
;, ,;&'+(M $+'.;)-H ;&' D,;'-;).L I,+ 'XD,-'-;).L H+,U;& )- ;&' <'((.H'N( 'XD,(=+'
.-> )-IL='-$' 0m)L(,-M B112E D? 37? a.DL.- .-> [.'-L')- 0B133E D? B257 I)-.LLQ
>'($+)V' :)+.L <.+/';)-H .( I,LL,U(E k'L'$;+,-)$ U,+>W,IW<,=;& U&'+'VQ (,<'
I,+< ,I <.+/';)-H <'((.H' +'L.;'> ;, . $,<D.-QM V+.->M ,+ D+,>=$; )( ;+.-(<);;'>
)- .- 'XD,-'-;).LLQ H+,U)-H U.Q P ,;&'+ ;&+,=H& ;&' =(' ,I (,$).L <'>).
.DDL)$.;),-(l? m,+>W,IW<,=;& <.+/';)-HM )-$L=>)-H ;+.>);),-.L .-> 'L'$;+,-)$
U,+>W,IW<,=;&M $.- ;&'+'I,+' V' (''- .( ,-' ,I ;&' <,(; )<D,+;.-; .(D'$;( ,I :)+.L
<.+/';)-H?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 32 ,I T5
m&)L' U,+>W,IW<,=;& 'X)(;'> I,+ _=);' (,<' ;)<' .L+'.>Q 0O=;;L'M 3CCT7M
<.+/';)-H D+.$;);),-'+( .-> ;&',+)(;( +'.LLQ H,; ;&' &.-H ,I ); .I;'+ ;&'
)-;+,>=$;),- ,I ;&' Y-;'+-';M .-> >)H);.L)^'> (,$).L -';U,+/( ;&'+'.I;'+j <.+/';'+(
.-> .=;&,+( .+' )-$+'.()-HLQ $,-:)-$'> ;&.; D,();):' U,+>W,IW<,=;& $.- V' .-
)<D,+;.-; D.+; ,I <.+/';)-H . D+,>=$; ,+ ('+:)$' 0cQ= i \')$/M B1167? J-> ;&'
Y-;'+-'; '-.VL'> $=(;,<'+( ;, )-;'+.$; I.(;'+M )->'D'->'-; ,I DL.$' .-> ;)<'
0c)'H-'+M B1167? ",+',:'+M 'L'$;+,-)$ U,+>W,IW<,=;& )( <,+' )-IL='-;).L $,<D.+'>
;, ;+.>);),-.L U,+>W,IW<,=;& ;&.-/( ;, );( (D''>M $,-:'-)'-$'M ,-'W;,W<.-Q +'.$&M
.-> );( .V('-$' ,I I.$'W;,WI.$' &=<.- D+'((=+' 0#=- -$ /0 M B114E D? 33127? m,+>W,IW
<,=;& DL.Q( .- )<D,+;.-; +,L' )- $=(;,<'+ .$_=)();),- 0%+=(,: -$ /0 M B11C7 .-> )(
<,+' )-IL='-;).L ,- V'&.:),+ ;&.- ,;&'+ <.+/';'+W$,-;+,LL'> (,=+$'( 0O=;;L'M
3CCTE D? B5B7? %+.>);),-.L .-> 'L'$;+,-)$ U,+>W,IW<,=;& >)II'+ I+,< '.$& ,;&'+ )-
<.-Q U.Q(j ;&' 'II'$;( ,I V,;& ,- $,-(=<'+( .+' '_=.L ;&,=H& 0['--)HW%&=+.= -$
/0<M B115j F+='- -$ /0<M B1147? %&' .-;'$'>'-;( ,I ;+.>);),-.L .-> 'L'$;+,-)$ U,+>W
,IW<,=;& 'X&)V); )<D,+;.-; ()<)L.+);)'( .( U'LL 0]'LL.+,$.( i e.+.Q.-M B1147?
",+' ;&.- ;+.>);),-.L <.+/';)-HM :)+.L <.+/';)-H +'L)'( ,- .$;,+( ;&.; ('->
D'+(=.():' <'((.H'( D''+W;,WD''+M U&)$& $.- V' ;+.$/'> V.$/ ;, . $'+;.)- (D,-(,+
P . $,<D.-QM )- .L<,(; .LL $.('( 0S,+;'+ i F,L.-M B1147? d)/' . :)+=(M )-I,+<.;),-
.V,=; ;&' $,<D.-Q .-> );( V+.-> <'((.H'M D+,>=$;(M ,+ ('+:)$'( )( (D+'.> ;,
0D,;'-;).L7 $=(;,<'+(M U&, ;&'- D.(( ); ,- ;, ,;&'+ 0D,;'-;).L7 $=(;,<'+( (=$& ;&.;
. &=H' -';U,+/ )( +.D)>LQ $+'.;'> 0],V'L' -$ /0<M B1127? J-> U&)L' ;&' 'II'$;( ,I
;+.>);),-.L .>:'+;)()-H .+' I.>)-HM ,I;'- +'(=L;)-H )- $,-(=<'+( )H-,+)-H ;&' .>(
0'?H?M V.--'+ VL)->-'((E ,:'+L,,/)-H >)(;)-$;):' V.--'+(7 0O'-U.QM 3CCT7M
$,-(=<'+( D'+$'):' )-I,+<.;),- +'$'):'> I+,< .-,;&'+ $,-(=<'+ I=->.<'-;.LLQ
>)II'+'-; ;&.- ;&.; +'$'):'> I+,< . $,<D.-Qj ;&' I)+(; )( ;QD)$.LLQ I+'' ,I V).( V,+-
,- ;&' >'()+' I,+ . (.L' 0F,>'( -$ /0 M B112E D? 53T7? ".+/';'+( .L(, +'I'+ ;, ;&)(
D&'-,<'-,- .( IL)DD)-H ;&' (.L'( I=--'Lj )-(;'.> ,I ;.+H';)-H . U)>' +.-H' ,I
D,;'-;).L $=(;,<'+( .-> &,D)-H I,+ . I'U +'.L $=(;,<'+(M ;&' D+,$'(( )( ;=+-'>
=D()>' >,U-E L';;)-H . I'U 0D,;'-;).L7 $=(;,<'+( (D+'.> ;&' U,+> :). ;&')+
$,<<=-)$.;),- $&.--'L( ;, H'; <,+' $=(;,<'+( )-;'+'(;'> 0(''E \)H=+' 5j *.II'M
B131E D? 5CWT17?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 34 ,I T5
3*+(%- N ? 6%/'*$*&#/0 4/%9-$*#+ 8(##-0 A-%7(7 A*%/0 4/%9-$*#+ 8(##-0
Y- ;&)( +'('.+$& D.D'+ U' U)LL I,$=( ,- (;.;=( =D>.;'( ;&.; .+' (&.+'> ;&+,=H& ;&'
(,$).L -';U,+/( ,I 0D,;'-;).L7 $=(;,<'+( .-> )-:);' <'((.H'( :). '<.)L ('-; VQ
0D,;'-;).L7 $=(;,<'+(M V,;& +'I'++'> ;, .( )-:);'( &'+'.I;'+?
B?3?3 P ]+):'+( ,I U,+>W,IW<,=;&E
%&'+' .+' ;&+'' )<D,+;.-; I.$;,+( ;&.; $.- V' <.-)D=L.;'> ;, $+'.;' . :)+.L
'D)>'<)$E '-:)+,-<'-;M <'((.H'M .-> <'(('-H'+( 0a.DL.- i [.'-L')-M B1337?
m&)L' ;&' '-:)+,-<'-; )( >+):'- <.)-LQ VQ 'X;'+-.L I.$;,+( L)/' D,L);)$(M
'$,-,<)$(M .-> ;'$&-,L,HQM <'((.H' $.- V' .L;'+'> VQ $,<D.-)'( .-> )->=$'>
U);& )-$'-;):'(M U&)$& U)LL V' >)($=(('> L.;'+? ",+',:'+M 0;&' +)H&;7 <'(('-H'+(
$.- V' D)$/'> ,+ .; L'.(; ;.+H';'> VQ ;&' $,<D.-Q ;&.; (;.+;( . :)+.L $.<D.)H-? %&)(
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 36 ,I T5
)( .LL .V,=; -';U,+/( ,I <'(('-H'+M U&)$& ;,, U)LL V' >)($=(('> L.;'+? ['+'=->'+
Q,= U)LL I)-> .- ,:'+:)'U ,I L);'+.;=+' ,- ;&' ;&+'' I.$;,+( ;&.; .+' )<D,+;.-; )-
$+'.;)-H . :)+.L 'D)>'<)$E
%.VL' 3 P h:'+:)'U ,I L);'+.;=+' ,- I.$;,+( )- $+'.;)-H :)+.L 'D)>'<)$(
"#$%&' ()*$&' +&,$'-.#$-&,
m.;;(M B115 b-:)+,-<'-; S+,D'+;)'( ,I -';U,+/( 0$,++'L.;),- L'-H;&M
L,-HW+.-H' $,--'$;),-(7 &.:' 'II'$; ,- :)+.L);Q
O+,U- -$ /0<M B116 b-:)+,-<'-; m'V();'( .+' D'+$'):'> .( D+)<.+Q k.$;,+(l
S';;Q i K.$),DD,M 3CT4 "'((.H' S&'+)D&'+.L $='( )->)$.;' )-I,+<.;),-N(
:.L)>);QM V'()>'( $,-;'-; );('LI
#=((<.- i #)'H.LM B11A "'((.H' 'mh"E D&'+)D&'+.L $='( -,; .LU.Q( D+'('-;
a.LQ.-.< -$ /0<M B116 "'((.H' G)+.L Y->'X &'LD( $+'.;' :)+.L <'((.H'(
c)'H-'+M B116 "'((.H' b<.)L +'<.)-( >,<)-.-; I,+ .LL .H' H+,=D(M
=->'+WB2 H+,=DE Y"M $&.;M I,+.M VL,H(M ;'X;)-H
#;+.DD.+.:. -$ /0<M B133 "'((.H' G)+.L);Q )( )- -.;=+' ,I $,-;'-; V')-H (D+'.>
b-H'L -$ /0<M 3C4C "'(('-H'+( O'(; (.L'(<.- )( (.;)(I)'> $=(;,<'+M )--,:.;,+
,+ I)+(; =('+ )( :.L=.VL' .(('; ;, I)+<(
G.L'-;' i ].:)(M 3CCC "'(('-H'+( ])II=(),- ,$$=+( <=$& I.(;'+ U&'- )-);).;'> VQ
,D)-),- L'.>'+(
O.-(.L i G,Q'+M B111 "'(('-H'+( c'$)D)'-;N( 'XD'+;)('M D'+$'):'> +)(/M ('->'+N(
'XD'+;)('M .-> ;)' (;+'-H;& 'II'$; :)+.L);Q
F,L>'-V'+H -$ /0<M B113 "'(('-H'+( Y-IL='-$' ,I U'./ ;)'( .; L'.(; .( (;+,-H .(
)-IL='-$' ,I (;+,-H ;)'( )- .$&)':)-H :)+.L);Q
m.;;(M B115 "'(('-H'+( [)H&LQ $,--'$;'> &=V( 0<.-Q $,--'$;),-(7
'-(=+' U)>' (D+'.> )- ($.L'WI+'' -';U,+/
#=- -$ /0<M B114 "'(('-H'+( bWIL='-;).L(E ,D)-),- L'.>'+( U&, (D+'.>
)-I,+<.;),- :). Y-;'+-';
".^^.+,L -$ /0<M B116 "'(('-H'+( %)' (;+'-H;& )-IL='-$'( D=+$&.(' )-;'-;),-(
#U''-'Q -$ /0<M B116 "'(('-H'+( Y<D.$; ,I mh" ,- +'$)D)'-;M ;)' (;+'-H;&
)-IL='-$'( D=+$&.(' )-;'-;),-(
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 3T ,I T5
]' O+=Q- i d)L)'-M B11T "'(('-H'+( "'((.H' >)(('<)-.;),- VQ $,-(=<'+( $.- V'
)-;'-;),-.L ,+ =-)-;'-;),-.L
K+=^ i \)LLM B11T "'(('-H'+( S'+$'):'> ,V8'$;):);Q .-> $+'>)V)L);Q ,I :)+.L
<'((.H'(E &)H&j +'$'):'> I+,< .$_=.)-;.-$'(
F,>'( i ".Q^L)-M B11C "'(('-H'+( hD)-),- L'.>'+(E 'II'$;):' (D+'.>)-H ,I mh"
U&'- L,Q.L $=(;,<'+(j )I -,;M +)(I=L
m'-H -$ /0<M B13B "'(('-H'+( #;+=$;=+' ,I ;&' =->'+LQ)-H -';U,+/M .$):);Q ,I
=('+(M ()^' ,I 0D,;'-;).L7 .=>)'-$'M >'H+''( ,I
)-IL='-$'M )-;+)-()$ _=.L);Q ,I )-I,+<.;),-
(D+'.> .+' ,I 'II'$; ,- :)+.L);Q ,I <'<'(
J$$,+>)-H ;, ]' O+=Q- .-> d)L)'- 0B11TE D? 32B7M $,-(=<'+( 'XD'+)'-$' . L,; ,I
-,)(' >=+)-H ;&')+ =(' ,I 'L'$;+,-)$ $,<<=-)$.;),-(? %&'+'I,+'M :)+.L <.+/';)-H
$.<D.)H-( -''> ;, V' >'()H-'> <,+' 'II'$;):'LQ P ;&'+' )( -''> ;, V';;'+
=->'+(;.-> U&)$& <,;):'( >+):' D',DL' ;, D.+;)$)D.;'? O'+H'+ i #$&U.+;^ 0B133E D?
T667 .L(, $,<' ;, ;&' $,-$L=(),- ;&.; L'(( )( /-,U- .V,=; ;&' $.=('( ,I U,+>W,IW
<,=;& .-> U&Q $'+;.)- D+,>=$;( .+' ;.L/'> .V,=; <,+' ;&.- ,;&'+(? %&' H+,=D
<.DD)-H ,I D+,:)>'+( ,I U,+>W,IW<,=;& ,- U&.; <,;):.;'( ;&')+ V'&.:),+ VQ
['--)HW%&=+.= -$ /0< 0B115E D? 5C7 )( =('I=L I,+ ;&)( D=+D,('j ;&'Q >)(;)-H=)(& I,=+
H+,=D(E 037 ('LIW)-;'+'(;'> &'LD'+(j 0B7 <=L;)DL'W<,;):' $,-(=<'+(j 0A7 $,-(=<'+
.>:,$.;'(j .-> 057 ;+=' .L;+=)(;(? m' $.- .-.LQ^' .-> $.;'H,+)^' <,;):'( ;&.; $.=('
<'(('-H'+( ;, D.+;)$)D.;' )- :)+.L $.<D.)H- )- ;&' (.<' U.Q? %&'+';,M Q,= U)LL I)->
.- ,:'+:)'U ,I L);'+.;=+' ,- ;&' >+):'+( .-> <,;):'( V'&)-> (D+'.>)-H U,+>W,IW
<,=;&E
%.VL' B P h:'+:)'U ,I L);'+.;=+' ,- >+):'+( ,I U,+>W,IW<,=;&
+&,$'-.#$&'/ 0&$-12 3'-12'
m)+;^ i K&'UM B11Bj #=->.+.< -$ /0 M
B11Tj O'+H'+ i #$&U.+;^M B133
#'LI '-&.-$'<'-; #'LIW)-;'+'(;
O'+H'+M B133j O'+H'+ i ")L/<.-M B13B S(Q$&,L,H)$.L .+,=(.L #'LIW)-;'+'(;
O=;;L'M 3CCTj O)Q.L,H,+(/Q -$ /0<M B113j Y-$'-;):'( #'LIW)-;'+'(;
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 3C ,I T5
['--)HW%&=+.= -$ /0<M B115j cQ= i
\')$/M B116j F,>'( i ".Q^L)-M B11Cj
O+,--'+ i ]' [,,HM B131j O'+H'+ i
#$&U.+;^M B133
%=/ -$ /0<M B11C \)-.-$).L +'U.+>( #'LIW)-;'+'(;
['--)HW%&=+.= -$ /0<M B115j [, i
]'<D('QM B131
#,$).L )-;'+.$;),- #'LIW)-;'+'(;
#$&=;^M 3CCBj m&);)-H i ]' *.-.(^M
B115j [, i ]'<D('QM B131
e''> I,+ $,-;+,L ,+ ('LI #'LIW)-;'+'(;
#=->.+.< -$ /0 M B11T ['LD)-H ;&' $,<D.-Q "=L;)DL'W<,;):'
O'+H'+ i #$&U.+;^M B133 Y-;'+'(;)-H D+,>=$; "=L;)DL'W<,;):'
#=->.+.< -$ /0 M B11T S+,>=$; )-:,L:'<'-; J>:,$.;'
#=->.+.< -$ /0 M B11T S+,>=$; D'+I,+<.-$' J>:,$.;'
#=->.+.< -$ /0 M B11T b<DL,Q''W$,-(=<'+ $,-;.$; J>:,$.;'
O)Q.L,H,+(/Q -$ /0 ?M B113j m)+;^ i
K&'UM B11B
#;.;'W,IW>'L)H&; J>:,$.;'
#=->.+.< -$ /0 M B11T JL;+=)(< JL;+=)(;
B?3?B P bII'$;( ,I U,+>W,IW<,=;&E
]' O+=Q- .-> d)L)'- 0B11T7 (;+'(( ;&' I.$; ;&.; L);;L' )( /-,U- ,- &,U U,+>W,IW
<,=;& 'II'$;( .-> )-IL='-$'( $,-(=<'+(N .$;=.L V'&.:),+(? [,U':'+M ['--)HW
%&=+.= -$ /0< 0B1157M F+='- -$ /0< 0B1147 .-> ".^^.+,L -$ /0< 0B1167 >)> I)-> ;&.;
;&' 'II'$;( ,I ;+.>);),-.L .-> 'L'$;+,-)$ U,+>W,IW<,=;& .+' '_=.L P .-> <.-Q ,;&'+
.=;&,+( >, 'XDL.)- ;&' 'II'$;( ,I U,+>W,IW<,=;&? %&' 0D,;'-;).L7 'II'$; ,I U,+>W,IW
<,=;& )( (;+,-HLQ >'D'->'-; ,- ;&' >+):'+( .-> <,;):'( .( <'-;),-'> V'I,+'
0#U''-'Q -$ /0<M B1167? hI $,=+('M ;&' I,+'<,(; 'II'$; ,I U,+>W,IW<,=;& )(
'XD,-'-;).L H+,U;& ,I ;&' $,<D.-Q ;&.; )-);).;'> );? a'Q ;, ;&)( H+,U;& )( :)+.L);QM
;&=( U,+>W,IW<,=;& 0['L<M B1117? Y- .>>);),- ;, ;&)( <.)- 'II'$;M . (=<<.+Q ,I .LL
L);'+.;=+' ,- ,;&'+ 'II'$;( ,I U,+>W,IW<,=;& )( D+,:)>'> &'+'=->'+M $.;'H,+)^'> VQ
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' B1 ,I T5
;&' /'Q D&.('( ,I ;&' <,>'L ,I D=+$&.()-H V=()-'(( ('+:)$'( VQ \);^()<<,-( -$ /0<
03CCT7 P -''> )>'-;)I)$.;),-M )-I,+<.;),- ('.+$&M :'->,+ ('L'$;),-M .->
D'+I,+<.-$' ':.L=.;),-E
%.VL' A P h:'+:)'U ,I L);'+.;=+' ,- 'II'$;( ,I U,+>W,IW<,=;&
+&,$'-.#$&'/ 4%)/2 5662*$
O.-(.L i G,Q'+M B111j
".^^.+,L -$ /0<M B116j
#;'II'( i O=+H''M B11C
e''> )>'-;)I)$.;),- Y-IL='-$' .-> 'II'$; ,- D=+$&.('
)-;'-;),-( ,I +'$)D)'-; 0.L(,M >)II'+'-$'(
V';U''- mh" .-> 'mh"7
m'-H -$ /0<M B13B Y-I,+<.;),- ('.+$& Y-I,+<.;),- ,:'+L,.>
b-H'L -$ /0<M 3C4Cj
a)'L i d.Q;,-M 3CT3j
%+=(,: -$ /0<M B11C
G'->,+ ('L'$;),- Y-IL='-$' ,- D+,>=$; ('L'$;),- .->
>'$)(),-( VQ $,-(=<'+(
['L<M B111j
],V'L' -$ /0<M B112
S'+I,+<.-$'
':.L=.;),-
G.+),=( +)(/( 0.?,? $=(;,<'+( .(/)-H
(,<';&)-H )- +';=+- I,+ :)+.L .$;),-(7
B?3?A P %QD'( ,I :)+.L);QM (;+.;'H)'( .-> <'.(=+'(E
e,U U' /-,U U&.; ;&' >+):'+(M <,;):'( .-> 'II'$;( ,I U,+>W,IW<,=;&M .->
;&'+'I,+' :)+.L);QM .+'M U' $.- $,<' ;, ;QD'( ,I :)+.L);Q .-> (;+.;'H)'( I,+
$,<D.-)'( ;, H'; ;&')+ D+,>=$;0(7 ,+ ('+:)$'0(7 ;, H, :)+.L? J-> I)-.LLQM U' $.-
.(('(( ;&' >)II'+'-; ;QD'( ,I <'.(=+'( ,I :)+.L);Q? d'; =( (;.+; VQ 'X.<)-)-H ;&'
;QD'( ,I :)+.L);Q ;&.; 'X)(;?
`-I,+;=-.;'LQM -, +'('.+$& )( .:.)L.VL' ,- ;&' >)II'+'-; ;QD'( ,I :)+.L);Q ;&.;
'X)(;? %&' ,-LQ (,=+$' .:.)L.VL' )( %'$&K+=-$& 0B13B7? %&)( VL,H $,<'( =D U);&
')H&; ;QD'( ,I :)+.L);Q ;&.; .+' ,I D.+;)$=L.+ )-;'+'(; )- ;&)( +'('.+$& .-> VQ U&)$&
U' $.- $.;'H,+)^' D+,>=$;( .-> ('+:)$'( ;&.; .+' H,)-H :)+.L? \)+(;M ;&'+' )( )-&'+'-;
:)+.L);Qj ;&)( )( ;&' ;QD' ,I D+,>=$; . D'+(,- H';( -, :.L=' I+,< =-L'(( ,;&'+ D',DL'
=(' ); .( U'LL 0'?H?M YKZM #/QD'7? #'$,->M ;&'+' )( $,LL.V,+.;),- :)+.L);Qj ;&)( )( ;&'
;QD' ,I D+,>=$; . D'+(,- U)LL V'-'I); I+,< )->):)>=.LLQ? [,U':'+M &' H';( .>>);),-.L
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' B3 ,I T5
:.L=' I+,< $,LL.V,+.;)-H U);& ,;&'+ D',DL'M (, &' )-:);'( ;&'< ;, =(' ;&' D+,>=$;
.( U'LL 0'?H?M ]+,DV,XM O.('K.<D7? %&)+>M ;&'+' )( $,<<=-)$.;),- :)+.L);Qj ;&)( )(
;&' ;QD' ,I D+,>=$; . D'+(,- =('( ;, $,<<=-)$.;' U);& D',DL'M (,<' ,I U&)$&
<)H&; V' D,;'-;).L $=(;,<'+(? OQ +.)()-H .U.+'-'(( :). ;&)( $,<<=-)$.;),-
$&.--'L 0=(=.LLQ '<.)L7M ;&' D+,>=$; )( V')-H (D+'.> 0'?H?M [,;<.)LM OL.$/V'++QM
)S&,-'M )S.>7? \,=+;&M ;&'+' )( )-$'-;):)^'> :)+.L);Qj &'+' .- )-$'-;):' P =(=.LLQ $.(&
,+ .-,;&'+ V'-'I); )- +';=+- I,+ )-:);)-H ,;&'+ D',DL' ;, =(' ;&' D+,>=$; P )( ,II'+'>
;, (D+'.> ;&' U,+> 0'?H?M S.QD.LM F)L; F+,=D'M ]+,DV,X7? \)I;&M ;&'+' )( '<V'>>.VL'
:)+.L);Qj ;&)( )( ;&' ;QD' ,I D+,>=$; ;&.; I.$)L);.;'( );( $=(;,<'+( ;, ;./' . D)'$' ,I
$,-;'-; .-> '<V'> ); .-QU&'+' ,- ;&' Y-;'+-';M U);& . L)-/ V.$/ ;, ;&' ,+)H)-.L
U'V();' 0'?H?M p,=%=V'M #L)>'#&.+'7? #)X;&M ;&'+' )( ()H-.;=+' :)+.L);Qj ;&)( )( ;&' ;QD'
,I D+,>=$; $=(;,<'+( .+' =()-H ');&'+ VQ '<V'>>)-H ,-' ,I ;&' I'.;=+'( )- ;&')+
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(,$).L P '?H?M [,;<.)LM #D,;)IQM Y-(;.H+.<7 &,U':'+? %&' +'.(,- I,+ ;&)( )( ;&.; (,<'
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)-$'-;):)^'> :)+.L);Q? %&'+'I,+'M ;&)( $.;'H,+)^.;),- )( D+,D,('>?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' BB ,I T5
%.VL' 5 P h:'+:)'U ,I ;QD'( ,I :)+.L);Q
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' BA ,I T5
P--'*#+ /#' *#)-#$*A-7
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('+:)$'( H, :)+.LM ); )( )-;'+'(;)-H ;, '<D&.()^' U&)$& (;+.;'H)'( (=$$'((I=L
$,<D.-)'( =(' ;, H'; ;&'(' D+,>=$;( .-> ('+:)$'( ;, H, :)+.L? ['L< 0B1117M ],V'L'
-$ /0< 0B1167 (;.;' ;&.; ); )( =-$L'.+ &,U :)+.L);Q (=$$'((I=LLQ $,<'( .V,=;? #U''-'Q
-$ /0< 0B1167 .-> F,>'( .-> ".Q^L)- 0B11C7 I)-> ;&.; L);;L' )( /-,U- .V,=; &,U ;,
'-&.-$' :)+.L);Q .-> U&.; ;.$;)$( . $,<D.-Q (&,=L> =('? m)L(,- 0B1127 ;&'+';,
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(;+.;'H)'( &.:' '<'+H'> ;, L':'+.H' :)+.L);QE (''>)-H 0,+ -';U,+/ ;.+H';)-H7 .->
)-$'-;):'( 0+'I'++.L (;+.;'H)'( ;&.; '-$,=+.H' D''+ .>,D;),-7? %&)( +'('.+$& ;./'(
;&'(' ;U, D+)-$)D.L (;+.;'H)'( .-> I)-.LLQ D=;( ;&'(' ;, ;&' ;'(; :). .- ,-L)-'
'XD'+)<'-;?
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;&'(' D',DL'? [)-^ -$ /0< 0B1337 I)-> ;&.; <.+/';'+( .$&)':' ;&' &)H&'(; -=<V'+ ,I
-'U $=(;,<'+( )I ;&'Q (''> ;&' <'((.H' ;, ;&' +)H&; D',DL'? G). I,=+ 'XD'+)<'-;(
;&'Q I)-> ;&.; . (''>)-H (;+.;'HQ V.('> ,- &=V( 0&)H&W>'H+'' (''>)-H7 ,+ V+)>H'(
0&)H&WV';U''--'(( (''>)-H7 )( <,(; 'II'$;):'M U&'+'.( &=V( P . (<.LL I+.$;),- ,I
D',DL' ;&.; .+' <.-Q ;)<'( V';;'+ $,--'$;'> ;&.- .:'+.H' 0m.;;(M B115E D? B217 P
.+' =('> .( ;&' )-);).L (''>)-H D,)-;M .-> V+)>H'( P ;&' U'./ ;)'( U);&)- D',DL'N(
-';U,+/( P .+' (''>'>? #''>)-H (;+.;'H)'( V.('> ,- ;&' I+)-H'( 0L,UW>'H+''
(''>)-H7 )( ()H-)I)$.-;LQ L'(( 'II'$;):' )- $.=()-H :)+.L);Q?
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$.LL );? ",(; )<D,+;.-;M ;&'Q I)-> ;&.; k)-$'-;):' (;+.;'H)'( >,<)-.;' (''>)-H
(;+.;'H)'( P tL.+H'LQ V'$.=('u )- .>>);),- ;, H'-'+.;)-H I'U'+ ;,;.L .>,D;),-(M
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.>,D;),- )( L,U'+ ;&.- ;&' H.)- I+,< ;&')+ -.;=+.L .>,D;),- 0U);&,=; (''>)-H7l?
",+',:'+ J+.L -$ /0< 0B1337 .L(, I)-> ;&.; )-$'-;):'( .-> (''>)-H .+'
$,<DL'<'-;.+Q? \)-.LLQM m.;;( 0B115E D? B437 (;.;'( ;&.; ;&' D+,V.V)L);Q ,I .$;)-H
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' B5 ,I T5
=D,- U,+>W,IW<,=;& k<.Q $&.-H' >+.<.;)$.LLQ .I;'+ ;&' ('$,-> ,+ ;&)+> 0,+
(=V('_='-;7 'XD,(=+' U&'+' ;&' (=>>'- 8=<D ,$$=+( U&'- ;&' )->):)>=.LN(
k;&+'(&,L>l ,I V'L)'I )( 'X$''>'>l? Y; )( ;&'+'I,+' 'X;+'<'LQ )<D,+;.-; ;&.; D,;'-;).L
$=(;,<'+( .+' .DD+,.$&'> .( ,I;'- .( D,(()VL'?
M-/7(%-7 /#' A/%*/H0-7
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a.LQ.-.< -$ /0<M B116j [)-^ -$ /0<M B133j d.UL'+M B13Bj #/,/M B13BWYj B13BWYY7M
D+,V.VLQ >=' ;, ;&' +)(' ,I (,$).L -';U,+/( .-> ;&'+'I,+' ;&' )-$+'.()-H <.H-);=>'
,I )<D.$; ,I :)+.L);Q )- ;&'(' Q'.+(? e':'+;&'L'((M a'+<.$/ .-> "$a'->+)$/
0a'+<.$/ i "$a'->+)$/M 3CB6j )- m.;;(M B1157 U'+' U.Q .&'.> ,I ;&')+ ;)<'
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$L.(('(E ;&' (=($'D;)VL' 0#7M ;&' )-I'$;'> 0Y7M .-> ;&' +'<,:'> 0c7M U&)$& .LL D',DL'
U);&)- . $'+;.)- D,D=L.;),- $.- V' >):)>'> )-;,? %&' I,+<=L.M SD$E v P 0$ 7@" 0$ 7@T0$ 7M
=L;)<.;'LQ (=<( =D ;, ;&' D,D=L.;),- ()^' 0v e7? JL;&,=H& ;&' '_=.;),- )( ,+)H)-.LLQ
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':'+Q,-' ;&.; &.( V''- )- $,-;.$; U);& ;&' :)+.L <'((.H' V=; >)> -,; V'$,<' .
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.(('(()-H ;&' L)/'L)&,,> ,I ;&'(' ;, (D+'.> ;&' U,+> .V,=; ;&' $,<D.-QN( D+,>=$;(
.-> ('+:)$'( )- ,DD,();' ;, <'.(=+)-H $=(;,<'+ (.;)(I.$;),-? %&)( <'.(=+' )(
D+,D,('> .( . :'+Q ()<DL' ;,,L ;&.; $.- V' )<DL'<'-;'> '.()LQ VQ $,<D.-)'(M
V'$.=(' ); ,-LQ '-;.)L( . D'+),>)$ (=+:'Q .<,-H(; $=(;,<'+( .(/)-H ;&' _='(;),-
k[,U L)/'LQ )( ); ;&.; Q,= U,=L> +'$,<<'-> ,=+ $,<D.-Q ;, . I+)'-> ,+ $,LL'.H='ol
P .-> ;&' <,+' D,();):' .-(U'+( 0,+ ;&' L'(( -'H.;):' .-(U'+(7 . $,<D.-Q
+'$'):'( ,- ;&)( _='(;),-M ;&' V)HH'+ );( H+,U;& .$$,+>)-H ;, c')$&&'L> 0B11A7? J
$,<D.-Q -''>( ;, ('-> ;&)( (=+:'Q ;, .; L'.(; . &=->+'> $=(;,<'+( .; . ;)<'M
+'(=L;)-H )- . eS# ,I .; <.X)<=< @311 0':'+QV,>Q )( . D+,<,;'+7 ,+ .; <)-)<=< W
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' B2 ,I T5
311 0':'+QV,>Q )( . >';+.$;,+7? J eS# ,I @21 )( D'+$'):'> .( 'X$'LL'-; I,+ <,(;
$,<D.-)'(?
%&' ,-LQ (,$).L -';U,+/ $,<D.-Q ;&.; &.( ':'+ ,D'-'> =D );( >.;. ;, -'=;+.L
($)'-;)(;( 0)?'?M ($)'-;)(;( ;&.; .+' -,; D.)> VQ ;&' $,<D.-Q );('LI7 =D =-;)L -,U )(
SL.X,M .- ,-L)-' .>>+'(( V,,/ .-> (,$).L -';U,+/)-H ('+:)$'? a.LQ.-.< -$ /0<
0B1167 .(('(('> ;&' H+,U;& ,I ;&)( $,<D.-Q >=+)-H );( &'Q>.Q( .-> +'D,+;'> ,-
+'(=L;( ,I )<DL'<'-;)-H ;&' (,W$.LL'> G)+.L Y->'X ;&.; SL.X,N( <.-.H'<'-; $.<'
=D U);&E . v S wK% ? %&' I.$;,+ ,I ;&' -=<V'+ ,I )-:);'( ('-; ,=; VQ '.$& =('+ 0e7M ;&'
$,-:'+(),- +.;' ,I ;&,(' )-:);'( )-;, -'U =('+( 0K+7 ;,H';&'+ I,+< ;&' G)+.L Y->'X
0G7M U&'+'.( Gv3 )( ;&' <.H)$ ;&+'(&,L>M U);& Gx3 $.=()-H 'XD,-'-;).L H+,U;&?
SL.X, $.<' =D U);& ;&)( :)+.L '_=.;),- ;, I,$=( ,- ;&' <,(; )<D,+;.-; D.+;( ,I );(
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-,; H+,U .=;,<.;)$.LLQ? ".-.H'<'-; ,I SL.X, k;&'- ;,,/ . :'+Q >.;.W>+):'-M
.>.D;):'W'XD'+)<'-;.;),- .DD+,.$& ;, ('L'$; .<,-H . I'U :'+(),-( ,I D+,>=$;
I'.;=+'(l 0a.LQ.-.< -$ /0<M B116E D? T37? %&'Q &.:' L,,/'> U'LL '-,=H& )-;, ;&'
;&+'' )<D,+;.-; I.$;,+( ;&.; $.- V' <.-)D=L.;'> ;, $+'.;' . :)+.L 'D)>'<)$ P
'-:)+,-<'-;M <'((.H'M .-> <'(('-H'+( 0a.DL.- i [.'-L')-M B1337M ;&.; .+'
$,=DL'> U);& ;&' I.$;,+( )-IL='-$)-H :)+.L H+,U;&M ;&' -=<V'+ ,I )-:);'( .-> ;&'
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' B4 ,I T5
$,-:'+(),- +.;' )- ;&' ($&'<.;)$ ,:'+:)'U ,I ;&' )<DL'<'-;.;),- ,I SL.X,N( G)+.L
Y->'X VQ a.LQ.-.< -$ /0< 0B116E D? 667 )- I)H=+' 2?
",+' +'$'-;LQM [)-^ -$ /0< 0B1337 +'=('( ;&' I,=+W>';'+<)-.-; <,>'L ,I (,$).L
$,-;.H),- VQ G.- >'+ d.-( -$ /0< 0G.- >'+ d.-( -$ /0<M B131j )- [)-^ -$ /0<M B1337E PT*
v " *wS*w-*wU*? %&)( <,>'L $.- V' (''- .( . $,<V)-.;),- ,I ;&' #Yc <,>'L .-> SL.X,N(
G)+.L Y->'X ;&.; .+' >)($=(('> .V,:'M .( ); $,<V)-'( ;&' )-I,+<.;),- D+,V.V)L);Q 0Y7M
;&' D+,V.V)L);Q ,I D.+;)$)D.;)-H 0S7M ;&' =('> +'.$& 0-7 .-> ;&' $,-:'+(),- +.;' 0U7?
%.VL' 2 P %&' )<D.$; ,I $Q$L' ;)<' ,- :)+.L H+,U;&
=>?@ A -,-$-): *#/$&<2' /2$ 31 31 31
B A ,#<.2' &6 -,1-$2/ 31 31 31
+ A *&,12'/-&, ')$2 B1n B1n B1n
9 A *8*:2 $-<2 2 >.Q( B >.Q( 3 >.Q
C A 1-'): *&266-*-2,$ B B B
+#/$&<2'/ )6$2' D? E)8/ FG? D?HIJ? D?HKJGHLG?
`L;)<.;'LQM V,;& d.UL'+ 0B13B7 .-> #/,/ 0B13BWYj B13BWYY7 D+,D,(' . :)+.L);Q
I,+<=L. ;&.; ;./'( )-;, .$$,=-; .LL I.$';( ,I :)+.L);Q? %&'Q .>> ;&' I.$;,+ ;)<' ;,
SL.X,N( G)+.L Y->'X 0a.LQ.-.< -$ /0<M B1167M U&)$& D+,:'( ;, V' .- 'X;+'<'LQ
)<D,+;.-; :.+).VL'M .-> I,+< .- '_=.;),- ;&.; L';( =( $.L$=L.;' ;&' -=<V'+ ,I
D',DL' . D+,>=$; ,+ ('+:)$' H,)-H :)+.L U)LL +'.$& )- ;)<'? ]=' ;, ;&)( IL.UM SL.X,N(
G)+.L Y->'X .((=<'( ;&.; '.$& $=(;,<'+ U)LL $,-;)-=' ;, ('-> ,=; )-:);'( I,+ ':'+Q
$Q$L'? m&)L' )- +'.L);Q ;&.; )( -,; ;&' $.(' 0#/,/M B13BWY7? KQ$L' ;)<' &.( >+.<.;)$
)<D.$; ,- ;&' :)+.L);Q ,I . D+,>=$; ,+ ('+:)$'M ;&,=H&? %.VL' 2 (&,U( ;&' )<D.$; ,I
. :.+Q)-H $Q$L' ;)<' :). . $,=DL' ,I 'X.<DL'(? %&' :.+).VL'( )-);).L ('; ,I $=(;,<'+(
0`0177M ;&' :)+.L $,'II)$)'-; 0aM U&)$& )( ;&' D+,>=$; ,I ;&' -=<V'+ ,I )-:);'( '.$&
$=(;,<'+ ('->( 0Y7 .-> ;&' +.;' .; U&)$& )-:);'( $,-:'+; -'U $=(;,<'+( 0K P .
:.L=' V';U''- ^'+, .-> ,-'7E U v " wK 7 .-> ;&' -=<V'+ ,I $Q$L'( ;&' )-:);' D+,$'((
&.( H,-' ;&+,=H& 0;sDM U&)$& )( ;&' $=++'-; 0,+ (D'$)I)'>7 ;)<' 0;7 >):)>'> VQ ;&'
.<,=-; ,I ;)<' ); ;./'( I,+ . -'U $=(;,<'+ ;, ('-> &)( V.;$& ,I )-:);'( ,+ ;&' :)+.L
$Q$L' ;)<' 0D77 ;,H';&'+ <./' =D I,+ ;&)( :)+.L);Q <,>'L?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' B6 ,I T5
e,;' ;&.; (.<' .( U);& SL.X,N( G)+.L Y->'XM ;&' :)+.L $,'II)$)'-; <=(; V' H+'.;'+
;&.- ,-' ;, .$&)':' :)+.L H+,U;&? J( ;&' '_=.;),- (&,U(M ;&' <,(; )<D,+;.-; I.$;,+
;, )-$+'.(' H+,U;& )( -,; ;&' :)+.L $,'II)$)'-;M &,U':'+M V=; ;&' :)+.L $Q$L' ;)<'
0$s;7 U&)$& (&,=L> V' <.>' .( (&,+; .( D,(()VL'? %&' ('$,-> <,(; )<D,+;.-; .+'.
;, I,$=( )( ;&' :)+.L $,'II)$)'-; 0a7? kJ-Q;&)-H ;&.; Q,= $.- >, ;, )-$+'.(' ;&'
-=<V'+ ,I )-:);.;),-( ('-; ,=;M .-> ;&' $,-:'+(),- +.;'M U)LL &.:' . ()H-)I)$.-;
'II'$; ,- H+,U;&l 0#/,/M B13BWY7? d.UL'+ 0B13B7 .L(, (;+'(('( ;&' )<D,+;.-$' ,I
L,U'+)-H ;&' .<,=-; ,I ;)<' ); ;./'( I,+ . $=(;,<'+ ;, )-:);' ,;&'+( ;, ;&' D+,>=$;
,+ ('+:)$' ,:'+ )-$+'.()-H ;&' -=<V'+ ,I )-:);'( $=(;,<'+( ('- >,+ ;&' +.;' .;
U&)$& )-:);'> -,-W$=(;,<'+( $,-:'+;?
%, (=< =DM I)+(; U' &.:' L,,/'> )-;, ;&' I,=->.;),-( ,I ;&' I)'L> ,I :)+.L
<.+/';)-H .-> ;&' >)II'+'-$'( .-> $,<<,-.L);)'( V';U''- ;+.>);),-.L .-> :)+.L
3*+(%- V ? .*%/0*$B 8&%4(0/ '-%*A-' 8%&4 W/20-% DJX>JE /#' P9&9 DJX>JY"Z JX>JY""E
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' BT ,I T5
<.+/';)-H .-> U,+>W,IW<,=;&? #'$,->M U' &.:' $.;'H,+)^'> ;&' >+):'+( ,I U,+>W
,IW<,=;& )-;, ;&' I.$;,+( '-:)+,-<'-;M <'((.H'M .-> <'(('-H'+(? %&)+>M U' &.:'
$.;'H,+)^'> .LL <,;):'( V'&)-> (D+'.>)-H U,+>W,IW<,=;& )-;, ;&' <.)- >+):'+(
('LIW)-;'+'(;M <=L;)DL'W<,;):'M .>:,$.;'M .-> .L;+=)(;? \,=+;&M U' &.:' 'X.<)-'> ;&'
'II'$;( ,I U,+>W,IW<,=;& ,- V,;& $,<D.-)'( .-> $=(;,<'+(? %&'+'.I;'+M U' &.:'
D=; ;,H';&'+ ;&+'' (';( ,I ;QD'( ,I :)+.L);QE )-&'+'-; :)+.L);QM )-$'-;):)^'> :)+.L);QM
.-> -';U,+/'> :)+.L);Q .-> I,=-> ;&.; ;&'+' .+' ;U, D+)-$)D.L (;+.;'H)'( I,+
$,<D.-)'( ;, )<DL'<'-;)-H . :)+.L (;+.;'HQE (''>)-H .-> D+,:)>)-H )-$'-;):'(? d.(;
V=; -,; L'.(;M U' U'-; ;&+,=H& <'.(=+'( .-> :.+).VL'( ;&.; .+' <,(; )<D,+;.-; )-
;&)( I)'L>M (=<<'> =D )- I)H=+' 4?
B?B P %&' (;)$/ .-> ;&' $.++,; P )-$'-;):)^)-H U,+>W,IW<,=;&E
#'$,->M ;&' I)'L> ,I )-$'-;):' (Q(;'<( )( 'X.<)-'> I=+;&'+? J( <'-;),-'> V'I,+'M
)-$'-;):'( H):' V,;& ('->'+( .-> +'$)D)'-;( ,I U,+>W,IW<,=;& . <,;):' I,+
(D+'.>)-H ;&' U,+> 0(''E %.VL' B7? ",+',:'+M ,-' ,I ;&' ;&+'' <.)- ;QD'( ,I :)+.L);Q
)( )-$'-;):)^'> :)+.L);QM D+.$;)$'> VQ -=<'+,=( $,<D.-)'( 0'?H?M ]+,DV,X .->
S.QD.L7? J$$,+>)-H ;, J+.L -$ /0< 0B1337M H):)-H )-$'-;):'( P >'I)-'> .( +'I'++.L
(;+.;'H)'( ;&.; '-$,=+.H' D''+ .>,D;),- P )( ,-' ,I ;&' ;U, D+)-$)D.L (;+.;'H)'( ;&.;
&.:' '<'+H'> ;, L':'+.H' :)+.L);Q? %&'+'I,+'M U' U)LL ;./' ;U, ;QD'( ,I )-$'-;):'(
.( ;&' )->'D'->'-; :.+).VL' )- ;&' (';W=D ,I ;&' 'XD'+)<'-;?
Y-$'-;):)^)-H U,+>W,IW<,=;& )( (;)LL +'L.;):'LQ =-$&.+;'> ;'++.)-M U&'+'.( <,(;
$,-;+)V=;),-( &.:' V''- <.>' )- ;&' L.(; ;U, >'$.>'(? [,U':'+M KL.+/ .-> m)L(,-
.L+'.>Q D+,:)>'> . >'I)-);),-E )-$'-;):'( .+' ;.-H)VL' ,+ )-;.-H)VL' +'U.+>( ;&.;
.+' ,II'+'> VQ ,+H.-)^.;),-( ;, )-IL='-$' $=(;,<'+ ,+ '<DL,Q'' V'-'I);( 0KL.+/ i
m)L(,-M 3C437? m' U)LL (;)$/ ;, ;&)( >'I)-);),-j ;&,=H& =(' ); ,-LQ )- +'I'+'-$' U);&
)-IL='-$)-H $=(;,<'+ V'&.:),+? O=;;L' 03CCTE D? B527 I)->( ;&.; '.+LQ ,-M $,<D.-)'(
L)/' J<'+)$.- bXD+'(( .-> O+);)(& %'L'$,< U'+' .;;'<D;)-H ;, )-$+'.(' U,+>W,IW
<,=;& VQ )-$'-;):)^)-H $=(;,<'+( ;, +'I'+ ;&')+ I+)'->( .-> I.<)LQ? d.;'LQM <.-Q
.=;&,+( >)($=(('> ;&' )<D,+;.-$' ,I D+,:)>)-H )-$'-;):'( ;, $=(;,<'+( I,+
(=$$'((I=LLQ +'$,<<'->)-H . D+,>=$; ,+ ('+:)$' )- (;)<=L.;)-H :)+.L <.+/';)-H
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' BC ,I T5
3*+(%- [ ? 6B;-7 &8 *#)-#$*A-7 /#' 4/*# )&#$%*H($&%7
0O)Q.L,H,+/(Q -$ /0<M B113j ['--)HW%&=+.= -$ /0<M B115j ],V'L' -$ /0 ?M B116j F,>'( i
".Q^L)-M B11C7?
Y-$'-;):'( $.- )-IL='-$' )-;+)-()$ .-> 'X;+)-()$ <,;):'( ,I $,-(=<'+( I,+
(D+'.>)-H ;&' U,+> 0O=;;L'M 3CCTj F,>'( -$ /0<M B1127 .-> $.- L'.> ;, .$;=.L
)-$+'.(' ,I U,+>W,IW<,=;& 0m)+;^ i K&'UM B11Bj ['--)HW%&=+.= -$ /0<M B115j ]'
O+=Q- i d)L)'-M B11Tj F,>'( i ".Q^L)-M B11Cj O+,--'+ i ]' [,,HM B131j O'+H'+ i
#$&U.+;^M B1337M .-> ;&' )-;'-;),- ,I $=(;,<'+( ;, +'$,<<'-> . D+,>=$; ,+
('+:)$' 0],V'L' -$ /0<M B116j cQ= i \')$/M B1167? K,<D.-)'( $.- )-IL='-$' 'X;+)-()$
<,;):'( .( ;&'(' $,<' I+,< ,=;()>'M U&)L' )-;+)-()$ <,;):'( .+' ;&' ,-'( ;&.; $,<'
I+,< ;&' $,-(=<'+ &)<('LI .-> ;&'+'I,+' >)II'+ I+,< D'+(,- ;, D'+(,- 0F,>'( -$
/0<M B1127? Y-;+)-()$ <,;):'( $.- V' >):)>'> )-E V'&.:),+M I''L)-H(M .-> ;&' ('LI
0#$&=;^M 3CCBj [, i ]'<D('QM B1317? Y-$'-;):'( ;&.; )-IL='-$' 'X;+)-()$ <,;):'(
$.- V' >):)>'> )-E <.;'+).L )-$'-;):'(M D=+D,():' )-$'-;):'(M .-> (,L)>.+Q
)-$'-;):'(? ".;'+).L )-$'-;):'( .+' ;.-H)VL' +'U.+>( ;&.; .+' ,I;'- <,-';.+QM
D=+D,():' )-$'-;):'( .+' )-;.-H)VL' +'U.+>( +'L.;'> ;, ;&' H,.L( ,I ;&'
,+H.-)^.;),-M .-> (,L)>.+Q )-$'-;):'( .+' )-;.-H)VL' +'U.+>( I+,< ;&' .$; ,I
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' A1 ,I T5
.((,$).;),- 0(,$).V)L);QM (;.;=(M )>'-;)I)$.;),-7 0KL.+/ i m)L(,-M 3C437? \)H=+' 6
D+,:)>'( .- ,:'+:)'U ,I ;QD'( ,I )-$'-;):'( .-> <.)- $,-;+)V=;,+( )- ;&' I)'L> ,I
)-$'-;):' (Q(;'<(?
Y-$'-;):' (Q(;'<(M ,+ +'I'++.L (Q(;'<(M &.:' V'$,<' . D,D=L.+ U.Q ;, .$_=)+'
$=(;,<'+( ;&' L.(; >'$.>' 0#$&<);; -$ /0<M B1337? %&)( )( D.+;).LLQ .;;+)V=;.VL' ;, ;&'
>)H);.L -.;=+' ,I +'$,<<'->.;),-( :). 'L'$;+,-)$ U,+>W,IW<,=;&M U&)$& <.>' );
D,(()VL' ;, $.L$=L.;' ;&' :.L=' ;&.; $.- V' .(()H-'> ;, .- ':'-;=.L )-$'-;):'
0%+=(,: -$ /0<M B11C7? J /'Q 'L'<'-; ,I $=(;,<'+ +'L.;),-(&)D <.-.H'<'-; 0Kc"7
)( ;&.; $,<D.-)'( -''> ;, )-:'(; )- +';.)-)-H 'X)(;)-H $=(;,<'+(? cQ= .-> \')$/
0B116E D? T57 ;&'+'I,+' .+H=' ;&.; .- )-$'-;):' (Q(;'<M ,+ . k+'I'++.L +'U.+>
D+,H+.<l .( ;&'Q $.LL );M k$.- V' . /'Q Kc" ;,,L V'$.=(' )- .>>);),- ;, );( D,;'-;).L
;, .;;+.$; -'U $=(;,<'+(M ); $.- )<D+,:' +';'-;),- VQ +'U.+>)-H 'X)(;)-H
$=(;,<'+(l? J$$,+>)-H ;, d=V.+(/Q 0B1127 ;&' /'Q ;, . U,+/)-H )-$'-;):' (Q(;'< )(
;&.;E 037 ;&' D,;'-;).L $=(;,<'+ V'L)':'( ;&.; ;&' >'()+'> V'&.:),+ U)LL L'.> ;, ;&'
>'()+'> ,=;$,<'( 0)?'?M ;&' )-$'-;):' U)LL +'.LLQ V' D+,:)>'+ .( D+,<)('> VQ ;&'
$,<D.-Q7j 0B7 ;&' D,;'-;).L $=(;,<'+ V'L)':'( ;&.; ;&'(' ,=;$,<'( &.:' D,();):'
:.L=' I,+ &)<j 0A7 ;&' D,;'-;).L $=(;,<'+ V'L)':'( ;&.; &' )( .VL' ;, D'+I,+< .; ;&'
>'()+'> L':'L?
%&' 'II'$;):'-'(( .-> .DDL)$.;),- ,I )-$'-;):'( -''>( <,+' +'('.+$& .$$,+>)-H
;, O=;;L' 03CCTE D? B547? J I'U Q'.+( .I;'+ O=;;L' 03CCT7 (;.;'> ;&)(M m)+;^ i K&'U
0B11B7 U'+' ;&' I)+(; U&, +'('.+$&'> ;&' 'II'$; ,I 0I)-.-$).L7 +'U.+>( ,-
(;)<=L.;)-H U,+>W,IW<,=;& V'&.:),+ U);&)- >)II'+'-; ;QD'( ,I +'L.;),-(&)D(? %&'Q
I,=-> ;&.; D+,:)>)-H )-$'-;):'( )->''> )( .- 'II'$;):' U.Q ;, (;)<=L.+' U,+>W,IW
<,=;& ;&.; $.=('( D'+(=.():' <'((.H' ;&.; $=(;,<'+( ('-> D''+W;,WD''+ ;, V'
<,+' D,();):' .-> D=+$&.(' ;.+H';'>? %&'Q .L(, I,=-> ;&.; +'U.+>( U,+/ V'(; U);&
U,+>W,IW<,=;& ;&.; )( >)+'$;'> ;, (;+,-H ;)'(M U&'+'.( cQ= .-> \')$/ 0B1167 I,=->
;&' 'X.$; ,DD,();' >=+)-H ;&')+ 'XD'+)<'-;(? %&'Q $,-$L=>' ;&.; +'U.+>( ,-LQ
U,+/ U);& (;)<=L.;)-H U,+>W,IW<,=;& ;&.; )( >)+'$;'> ;, U'./ ;)'(M .-> ;&'Q
D+,:)>' . D,(()VL' 'XDL.-.;),- I,+ ;&)( )- ;&' 'X$&.-H' ;&',+QE ;&' ('->'+ U')H&(
&)( D,;'-;).L V'-'I);( .H.)-(; ;&' +)(/ ,I D.+;)$)D.;)-H )- U,+>W,IW<,=;&? K=(;,<'+(
D'+$'):' &)H&'+ +)(/ )- +'$,<<'->)-H D+,>=$;( ,+ ('+:)$'( ;, ;&')+ (;+,-H
+'L.;),-(M .-> ;&'+'I,+' )-$'-;):'( U,+/ ,-LQ )- )-$+'.()-H U,+>W,IW<,=;&
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' A3 ,I T5
V'&.:),+ ;&.; )( >)+'$;'> ;, ;&')+ U'./ ;)'(? %=/ -$ /0< 0B11C7 (=V:'-' cQ= .->
\')$/ )- ;&)( <.;;'+E k)I ;&' +'$)D)'-; /-,U( ;&.; ;&' ('->'+ +'$'):'( . +'U.+> I,+
('->)-H &)< . +'$,<<'->.;),-M &' U)LL H=.+> &)<('LI .H.)-(; I=;=+' D'+(=.():'
<'((.H'( ,I ;&)( D.+;)$=L.+ ('->'+M .-> ;&'+'I,+' V' L'(( L)/'LQ ;, +'(D,-> ;, I=;=+'
.>:)$'l? \+)'(;.> .-> m+)H&; 03CC57 .L(, I,=-> ;&.; )I ;&' +'$)D)'-; ,I ;&' U,+>W,IW
<,=;& /-,U( ;&.; ;&' ('->'+ +'$'):'( . +'U.+> I,+ &)( .$;),-M &' U,=L> ;./' ;&)(
)-;, .$$,=-; .-> .=;,<.;)$.LLQ .;;.$& L'(( :.L=' ;, ;&' D'+(=.():' <'((.H'?
[,U':'+M ;&' <.)- 'II'$;( ,I 0I)-.-$).L7 )-$'-;):'( .+' D,();):'M .->
)<DL'<'-;)-H )-$'-;):' (Q(;'<( )( ;&'+'I,+' &)H&LQ +'$,<<'->'> ;, $,<D.-)'( .LL
,:'+ ;&' U,+L>? #$&<);; -$ /0 ? 0B1337 .+H=' ;&.; k+'I'++'> $=(;,<'+( &.:' . &)H&'+
$,-;+)V=;),- <.+H)-M &.:' . &)H&'+ +';'-;),- +.;'M .-> .+' <,+' :.L=.VL' )- V,;&
;&' (&,+; .-> ;&' L,-H +=-l? %&' .:'+.H' :.L=' ,I . +'I'++'> $=(;,<'+ )( ':'- 34n
&)H&'+ ;&.- ;&.; ,I . -,-W+'I'++'> $=(;,<'+?
h- ;&' ,-' &.-> U' U)LL ;'(; U&';&'+ D=+D,():' .-> <.;'+).L )-$'-;):'( .+'
D,();):'LQ $,++'L.;'> U);& ;&' -=<V'+ ,I )-:);'( . $=(;,<'+ ('->(? h- ;&' ,;&'+M
U' U)LL ;'(; U&';&'+ D=+D,():' .-> <.;'+).L )-$'-;):'( .+' -'H.;):'LQ $,++'L.;'>
U);& ;&' $Q$L' ;)<'M .-> ;&'+'I,+' U,=L> )-$+'.(' ;&' <.H-);=>' ,I ;&' :)+.L 'II'$;?
OQ ;'(;)-H ;&'(' )-$'-;):'(M U' U,=L> L)/' ;, I)-> ,=; &,U )-$'-;):' (Q(;'<( I); )-;,
;&' :)+.L);Q I,+<=L. 0d.UL'+M B13Bj #/,/M B13BWYj B13BWYY7 <'-;),-'> .V,:'M ;&=(
'-&.-$)-H ;&' =('I=L-'(( .-> D,(()VL' .DDL)$.;),-( ,I ;&' '_=.;),-? ['+'=->'+ Q,=
U)LL I)-> . :)(=.L ,:'+:)'U ,I ;&' I)+(; I,=+ &QD,;&'('( ;&.; U)LL V' D=; ;, ;&' ;'(; )-
;&' 'XD'+)<'-;E
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' AB ,I T5
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' AA ,I T5
B?A P %&' )>'.L $=(;,<'+ P )<D,+;.-$' ,I -';U,+/(E
%&)+>M ;&' I)'L> ,I -';U,+/ >Q-.<)$( )( 'X.<)-'> I=+;&'+? J( <'-;),-'> V'I,+'M
<'(('-H'+( .+' ,-' ,I ;&+'' I.$;,+( ;&.; $.- V' =('> ,+ <.-)D=L.;'> ;, $+'.;' .
:)+.L 'D)>'<)$ 0(''E %.VL' 37M .-> U,+>W,IW<,=;& )( ,I $,=+(' )- );('LI . I.$'; ,I
-';U,+/)-H? ",+',:'+M ,-' ,I ;&' ;&+'' <.)- ;QD'( ,I :)+.L);Q )( -';U,+/'> :)+.L);QM
D+.$;)$'> VQ -=<'+,=( $,<D.-)'( 0'?H?M [,;<.)LM #D,;)IQM .-> Y-(;.H+.<7?
J$$,+>)-H ;, J+.L -$ /0< 0B1337M (''>)-H P >'I)-'> .( -';U,+/ ;.+H';)-H P )( ,-' ,I
;&' ;U, D+)-$)D.L (;+.;'H)'( ;&.; &.:' '<'+H'> ;, L':'+.H' :)+.L);Q? %&'+'I,+'M U'
U)LL ;./' ;&' ()^' ,I . $=(;,<'+N( -';U,+/ P ,-' ,I ;&' $&.+.$;'+)(;)$( ,I -';U,+/( P
.-> ;'(; U&';&'+ ); &.( 'II'$; ,- ;&' :.+).VL'( U);&)- ;&' :)+.L);Q I,+<=L.?
e';U,+/( .+' ,I k,+H.-)^'> (Q(;'<( ,I +'L.;),-(&)D(M .-> &'-$' . -';U,+/ )(
H'-'+.LLQ >'I)-'> .( . (D'$)I)$ ;QD' ,I +'L.;),- L)-/)-H . >'I)-'> ('; ,I D'+(,-(M
,V8'$;(M ,+ ':'-;(l 0e'L(,-M 3CTTj #^.+/.M 3CC1j )- ],-$/'L( i d.<V+'$&;M 3CC67?
e';U,+/WV.('> +'('.+$& )( '<'+H)-H .( . -'U +'('.+$& .+'. 0m.;;(M B1157M
.<,-H(; ,;&'+( V'$.=(' ,I );( )<D,+;.-$' ;, '-;+'D+'-'=+).L (=$$'(( 0],-$/'L( i
d.<V+'$&;M 3CC67? Y- .$$,+>.-$' U);& ;&' +'(,=+$'WV.('> :)'UM '-;+'D+'-'=+( =('
;&')+ (,$).L +'L.;),-( P ;&')+ -';U,+/ P )- ,+>'+ ;, H'; ;&' +'(,=+$'( ;&'Q -''> ;,
L.=-$& .-> (=$$''> U);& ;&')+ V=()-'(( 0*'-('- i F+':'M B11BE D? B7?
J$$,+>)-H ;, m.;;( .-> #;+,H.;^ 03CCT7M ;&' ('LIWD+,$L.)<'> I,=->'+( ,I ;&'
+'('.+$& .+'. ,I -';U,+/ >Q-.<)$(M <.-Q +'.LWU,+L> -';U,+/( P '?H?M (,$).L
-';U,+/( P .+' (<.LLWU,+L> -';U,+/(? J (<.LLWU,+L> -';U,+/ )( k. ;QD' ,I
<.;&'<.;)$.L H+.D& )- U&)$& <,(; -,>'( .+' -,; -')H&V,+( ,I ,-' .-,;&'+M V=;
<,(; -,>'( $.- V' +'.$&'> I+,< ':'+Q ,;&'+ VQ . (<.LL -=<V'+ ,I &,D( ,+ (;'D(l
0m)/)D'>).M B13BWYYY7? \,+ 'X.<DL'M ,- .:'+.H' . D'+(,- )( $,--'$;'> ;, .-Q ,;&'+
D'+(,- )- ;&' U,+L> ;&+,=H& ()X (;'D(? %&' (;+=$;=+'( ,I >)II'+'-; ;QD'( ,I
-';U,+/( .+' ()<)L.+E +,.><.D(M 'L'$;+)$ D,U'+ H+)>(M .-> (,$).L )-IL='-$'
-';U,+/( I,+ 'X.<DL'M .+' .LL (D.+('M >'$'-;+.L)^'> .-> -');&'+ $,<DL';'LQ
,+>'+'> -,+ $,<DL';'LQ +.->,< 0m.;;(M 3CCC7?
",+',:'+M ;&' (;+=$;=+'( ,I -';U,+/( &.:' &=H' )<DL)$.;),-( I,+ ;&' $,LL'$;):'
>Q-.<)$( ,I . (Q(;'<? \,+ 'X.<DL'M ;&' L':'L ,I +.->,<-'(( )- . -';U,+/ &.( .
(;+,-H )<D.$; ,- V,;& ;&' 'X;'-; ,I .- 'D)>'<)$M .-> ;&' ;)<' ;&' 'D)>'<)$ ;./'(
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' A5 ,I T5
3*+(%- \ ? O#%*),*#+ $,- A*%/0*$B 8&%4(0/ 2*$, 7--'*#+ &8 ,(H7: 8%*#+-7 /#' H%*'+-7
;, (D+'.> 0m.;;( i #;+,H.;^M 3CCT7? aL')-V'+H 0B1117 ;&'+'I,+' $L.)<( ;&.;
-';U,+/ (;+=$;=+' )( )<D,+;.-; L,$.LLQ .( U'LL .( HL,V.LLQM I,+ '.$& ,I =(? J->
U);&)- -';U,+/ (;+=$;=+'(M &=V(M I+)-H'(M .-> V+)>H'( .+' 'X;+'<'LQ )<D,+;.-;
0[)-^ -$ /0<M B1337? J$$,+>)-H ;, m.;;( 0B115E D? B217 )- <.-Q +'.LWU,+L> -';U,+/(
)-$L=>)-H (,$).L -';U,+/(M ;&' <.8,+);Q ,I -,>'(M -,+<.L D',DL'M &.:' L'(( ;&.-
.:'+.H' >'H+'' 0)?'?M -';U,+/ ()^'7M U&)L' . (<.LL I+.$;),- ,I &=V(M $,--'$;,+(M .+'
<.-Q ;)<'( V';;'+ $,--'$;'> ;&.- .:'+.H'? %&'(' &=V( .-> ;&' -.;=+' .->
.++.-H'<'-; ,I -';U,+/ ;)'( <.Q DL.Q . $+=$).L +,L' )- ;&' $&.-$' ,I (=$$'((I=L
>)(;+)V=;),- ,I :)+.L 'D)>'<)$(?
Y- ;&.; +'(D'$;M ;&' O.+.Vy()WJLV'+; <,>'L 0O.+.Vy() i JLV'+;M 3CCC7 ,- ;&'
$,-$'D; ,I ($.L'WI+'' -';U,+/( )( ,I D.+;)$=L.+ )-;'+'(;? O.+.Vy() .-> JLV'+;
<.DD'> . D.+; ,I ;&' Y-;'+-'; V.$/ )- .- 'XD'+)<'-; V.$/ )- 3CCTM .-> I,=-> ;&.;
);( (;+=$;=+' >,'( -,; <.;$& ;&' U)>'LQ .>,D;'> <,>'L ,I +.->,< $,--'$;):);QE 037
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 36/84
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'XD'+)<'-;?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' A6 ,I T5
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' AT ,I T5
m' U)LL ;'(; U&';&'+ -';U,+/ ()^' )( D,();):'LQ $,++'L.;'> U);& ;&' -=<V'+ ,I
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;&.; U)LL V' D=; ;, ;&' ;'(; )- ;&' 'XD'+)<'-;E
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' AC ,I T5
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3*+(%- >X ? K&#)-;$(/0 8%/4-2&%9 8&% $-7$*#+ *#)-#$*A*F-' A*%/0*$B
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 51 ,I T5
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;&' .$;):' D'+),> ,I ;&' 'XD'+)<'-;M '.$& -'U $=(;,<'+ ,I G)$;,+ "=->) <=(; H,
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 53 ,I T5
;&+,=H& ;&+'' U)^.+>(3 0#''E \)H=+' 337M '.$& U);& ;&+'' ,+ I,=+ (;'D(E . ()H-W=D
U)^.+>M .- )<D,+; U)^.+>M .-> . $+'.;' U)^.+>?
3*+(%- >> ? P-^(-#)- &8 2*F/%'7 2*$,*# .*)$&% M(#'*
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 5B ,I T5
A?B P G.+).VL'(E
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$Q$L' ;)<' 0;sD7? %&' D+,>=$; ,I ;&' -=<V'+ ,I )-:);'( ('-; D'+ $=(;,<'+ 0Y7 .->
;&' $,-:'+(),- +.;' ,I ;&'(' )-:);'( 0K7 I,+<( ;&' :)+.L $,'II)$)'-; 0a7M U&)$& )(
(&,U- )- \)H=+' 3B &'+'=->'+? %&)( -=<V'+ -''>( ;, V' &)H&'+ ;&.- 3 ;, .$&)':'
'XD,-'-;).L H+,U;& 0d.UL'+M B13Bj #/,/M B13BWYj B13BWYY7? Y- ,+>'+ ;, .$&)':' :)+.L
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;)<' ); ;./'( I,+ . -'U $=(;,<'+ ;, ('-> &)( V.;$& ,I )-:);'( 0D7M ;&' L.;;'+ V')-H
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3*+(%- >J ? O^(/$*&# 8&% $,- A*%/0 )&-88*)*-#$
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 5A ,I T5
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 54 ,I T5
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F,,HL' J-.LQ;)$( >.(&V,.+>?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 56 ,I T5
5T-/0 ,&#&%/H0- 4-# 7,&2 7$/4*#/ /#' /02/B7 8*#*7, 2,/$ $,-B ,/A- 7$/%$-'< M/9-
4- ;%&(': 8*#*7, B&(% M/7$-%G7 c-+%--<=
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&QD,;&'('( .+' >)($=(('>?
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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;,>.QN( Y-;'+-'; V=()-'(('(? [,U':'+M ); )( )<D,+;.-; ;&'Q I)-> ;&' +)H&;
$,<V)-.;),- ,I =()-H )-$'-;):)^)-H .-> (''>)-H (;+.;'H)'(M )- ,+>'+ ;, ,D;)<)^' ;&'
V.L.-$' V';U''- ;&' -=<V'+ ,I )-:);'( ('-; D'+ $=(;,<'+M ;&' $,-:'+(),- +.;' ,I
;&'(' )-:);'(M .-> ;&' $Q$L' ;)<'?
2?B P Y-;+,>=$)-H ;&' G)+.L F+,U;& \,+<=L.E
%&' :)+.L I,+<=L. .( D+'('-;'> VQ d.UL'+ 0B13B7 .-> #/,/ 0B13BWYj B13BWYY7 ;./'(
)-;, .$$,=-; ;&' )-);).L ('; ,I $=(;,<'+(M ;&' :)+.L $,'II)$)'-; P V=)L; VQ <=L;)DLQ)-H
;&' -=<V'+ ,I )-:);'( ('-; D'+ $=(;,<'+ U);& ;&' $,-:'+(),- +.;' ,I ;&'(' )-:);'( P
.-> ;&' $Q$L' ;)<' 0(''E \)H=+' 3B .-> 3A7? [,U':'+M ;&)( ()<DL' I,+<=L. >,'( -,;
;./' )-;, .$$,=-; (':'+.L I.$;,+(M ;&'+';, ); $,=L> V' >+.<.;)$.LLQ )<D+,:'>? %&'
<,(; $+);)$.L D.+; ,I H';;)-H . U'V ,+ <,V)L' .DDL)$.;),- ;, H, :)+.L )( .$;=.LLQ
H'-'+.;)-H (,<' )-;'+'(; I,+ ;&' D.+;)$=L.+ .DD? %&'+'I,+'M . (;.+;W=D (&,=L> H'; ;,
. D+,>=$;W<.+/'; I); P <'.-)-H ;&' (;.+;=D -,; ,-LQ .-.LQ^'( ;&.; ;&'+' )( . H+,=D
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 26 ,I T5
,I 0D,;'-;).L7 $=(;,<'+( ;&.; .+' U)LL)-H ;, =(' .->s,+ V=Q ;&' D+,>=$; ,+ ('+:)$'
,II'+'>M V=; .$;=.LLQ I)->( ;&)( H+,=D .( U'LL 0]).<.-;,D,=L,( -$ /0<M 3CC27? YI U'
.>> ;&' D+,>=$;W<.+/'; I); 03 7 ;, ;&' 'X)(;)-H '_=.;),- I,+ ;&' :)+.L $,'II)$)'-; VQ
d.UL'+ 0B13B7 .-> #/,/ 0B13BWYj B13BWYY7M U' $,<' ;, . <,+' +'.L)(;)$ '_=.;),- .(
:)(=.L)^'> )- I)H=+' 32.?
JL(,M ;&' :)+.L I,+<=L. <'-;),-'> .V,:' D+'(=<'( ;&' $=(;,<'+ U)LL ,-LQ ('->
,-' V.;$& ,I )-:);'(M )H-,+)-H $=(;,<'+ L)I';)<' .-> <=L;)DL' :)+.L $Q$L'(? h- ;&'
,;&'+ &.->M (,<' $=(;,<'+( U)LL .$;=.LLQ (;,D =()-H ;&' D+,>=$; V'I,+' ,+ +)H&;
.I;'+ ('->)-H ;&')+ I)+(; V.;$& ,I )-:);'(E ;&' (,W$.LL'> L,(; $=(;,<'+(? %, ;./' )-;,
.$$,=-; ;&' L.;;'+M ;&' $&=+- +.;'M ;&' -'; :)+.L $,'II)$)'-; )( $.L$=L.;'> VQ
(=V;+.$;)-H ;&' $&=+- +.;' 0D'+$'-; ,I $=(;,<'+ ;&.; (;,D =()-H ;&' D+,>=$; V'I,+'
,+ +)H&; .I;'+ ('->)-H ;&')+ I)+(; V.;$& ,I )-:);'(7 I+,< ;&' :)+.L $,'II)$)'-; .(
:)(=.L)^'> )- I)H=+' 32V?
3*+(%- >a/ ? "4;%&A-' -^(/$*&# 8&% $,- A*%/0 )&-88*)*-#$
K = F " I "C
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&.:' .>>'> ;&' .:'+.H' -=<V'+ ,I :)+.L $Q$L'( D'+ $=(;,<'+ 0)7 ;, ;&' :)+.L
I,+<=L. ,I d.UL'+ 0B13B7 .-> #/,/ 0B13BWYj B13BWYY7M U&)$& )( ;&' .:'+.H' -=<V'+
,I ;)<'( ;&' $=(;,<'+ .$;=.LLQ ('->( . V.;$& ,I )-:);'( ;, &)( -';U,+/0(7? d.(; V=;
-,; L'.(;M ;&' $=++'-; :)+.L I,+<=L. .((=<'( .- )-I)-);'LQ .>>+'((.VL' <.+/';M U&)L'
;&' U'V ,+ <,V)L' .DD U)LL ':'-;=.LLQ .LU.Q( $,<' ;, . $'+;.)- (.;=+.;),- D,)-;
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'X$''> ;&' .$;=.L ()^' ,I .LL <.+/';( .>>+'(('> VQ ;&' D+,>=$; ,+ ('+:)$'?
%&'+'I,+'M .- )<D,+;.-; $,->);),- ,I ;&' G)+.L F+,U;& \,+<=L. )-;+,>=$'> )-
I)H=+' 32$ )( ;&.; e ; $.- -':'+ 'X$''> e <.X? `L;)<.;'LQM ); (&,=L> V' -,;'> ;&.; ;&'
)<D+,:'> I,+<=L. I,+ :)+.L H+,U;& )( (;)LL . :'+Q ()<DL' +'D+,>=$;),- ,I ;&' &)H&LQ
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 2T ,I T5
$,<DL)$.;'> U,+L> .+,=-> =(? O=; (;.+;W=D( .-> ,;&'+ $,<D.-)'( L,,/)-H ;, H';
;&')+ .DD ;, H, :)+.L (&,=L> >'I)-);'LQ /-,U ;&' G)+.L F+,U;& \,+<=L. .-> ;+Q ;,
<,-);,+M .-.LQ^'M .-> )<D+,:' ;&' =->'+LQ)-H I.$;,+ .( <=$& .( D,(()VL'?
3*+(%- >a) ? .*%/0 1%&2$, 3&%4(0/
U (t ) =U (0) " c "V
( t
p+1)
#1
V #1
Y- ,+>'+ ;, D+,:)>' . D+.$;)$.L ;,,LV,X I,+ I,=->'+( .-> D+,>=$; <.-.H'+( ,I ;&'('
(;.+;W=D( .-> ,;&'+ ,+H.-)^.;),-(M . ()<DL' :)+.L +,.><.D I,+ U'V .-> <,V)L'
.DDL)$.;),-( )( $,-(;+=$;'> &'+'=->'+? J( (.)>M ;&' I)+(; (;'D )( ;&.; ;&' D.+;)$=L.+
D+,>=$; ,+ ('+:)$' (&,=L> +'.$& D+,>=$;W<.+/'; I); 0]).<.-;,D,=L,( -$ /0 M 3CC27?
%&' ('$,-> (;'D )( ;&' :)+.L L,,D ,+ :)+.L $Q$L'M $,-()(;)-H ,I 0B.7 ,D;)<)^)-H ;&'
$,-:'+(),- +.;'0(7 ,I 0.7 L.->)-H D.H'0(7M 0BV7 <)-)<)^)-H $Q$L' ;)<'M .-> 0B$7
<.X)<)^)-H ;&' -=<V'+ ,I )-:);'( ('-; D'+ $=(;,<'+? %&'(' (=V (;'D( .+'
)-;'+$&.-H'.VL' .-> $.- ;./' '.$& ,;&'+N( DL.$'? ",+',:'+ ;&' >.+/ (&.>'> VL,$/(
0BV .-> B$7 $.- V' >+.<.;)$.LLQ )<D+,:'> VQ ,II'+)-H )-$'-;):'( .( D+,:'> )- ;&)(
'XD'+)<'-;? \,+ 'X.<DL'M VQ ,II'+)-H ()H-=D V,-=('(M +'I'++.L V,-=('(M ,+
D=+D,():' )-$'-;):'( 8=(; L)/' S.QS.LM ]+,DV,XM .-> F+,=D,- >)> 0)?'?M )-$'-;):)^'>
:)+.L);Q7? %&' ;&)+> (;'D $,-()(;( ,I <.X)<)^)-H ;&' .:'+.H' -=<V'+ ,I :)+.L $Q$L'(
D'+ $=(;,<'+? %&)( U)LL $+'.;' .- 'XD,-'-;).L 'II'$;M .( -'U $=(;,<'+( U)LL P ,-
.:'+.H' P H'; <,+' .-> <,+' =('> ;, )-:);)-H ;&')+ -';U,+/0(7 ,:'+ .-> ,:'+ .H.)-
.( $x3? %&)( )( ;&' (;+.;'HQ $,<D.-)'( L)/' [,;<.)LM #D,;)IQM \,=+#_=.+'M .->
Y-(;.H+.< =('0>7 0)?'?M -';U,+/'> :)+.L);Q7?
`L;)<.;'LQM .( ,=+ +'('.+$& &.( (&,U-M ); )( :'+Q V'-'I)$).L ;, (;.+;W=D( ;+Q)-H ;,
H'; ;&')+ .DD0(7 ;, H, :)+.L ;, +'.$& -';U,+/ &=V( VQ =()-H (''>)-H (;+.;'H)'(?
#;.+;W=D( (&,=L> +'.LLQ I,$=( ,- )>'-;)IQ)-H -';U,+/ &=V( VQ .-.LQ^)-H U&)$&
(<.LL -=<V'+ ,I 0D,;'-;).L7 $=(;,<'+( )( <.-Q ;)<'( V';;'+ $,--'$;'> ;&.-
.:'+.H' :). 0(,$).L7 -';U,+/ <';+)$(M .-> ;&'+'.I;'+ ,- D+),+);)^)-H ;&'(' &=V( )-
,+>'+ ;, 'XDL,); ;&' >Q-.<)$( ,I ($.L'WI+'' -';U,+/(E VQ +'.$&)-H ,=; ;, . (<.LL
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 2C ,I T5
-=<V'+ ,I -';U,+/ &=V(M ;&'(' (;.+;W=D( $,=L> V' .VL' ;, +'.$& 0.L<,(;7 ;&' U&,L'
-';U,+/ ,I D,;'-;).L $=(;,<'+(?
3*+(%- >V ? .*%/0 %&/'4/; 8&% 2-H /#' 4&H*0- /;;0*)/$*
2?A P d)<);.;),-( .-> U'./-'(('(E
m' $,-$L=>' VQ <'-;),-)-H (,<' ,I ,=+ (;=>QN( L)<);.;),-( .-> .((,$).;'>
>)+'$;),-( I,+ I=+;&'+ +'('.+$&? J( "$F+.;& -$ /0 ? 03CT37 (;.;'M k.LL +'('.+$& )(
IL.U'>l? m' $.--,; '($.D' ;&)( +=L' ,I ;&=<V? \)+(; ,I .LLM (.<DL)-H V).('( )- ,=+
>.;. $,=L> &.:' (;'<<'> I+,< G)$;,+ "=->) -,; +'D+'('-;)-H .LL U'V .DDL)$.;),-(
;&.; =(' )-$'-;):'( ;, )-$+'.(' ;&')+ :)+.L);QM DL=( ;&' I.$; ;&.; ;&' A3A
'-;+'D+'-'=+).L D.+;)$)D.-;( ;&.; .$;=.LLQ $,<DL';'> .LL D.+;( ,I ,=+ 'XD'+)<'-;
,-LQ .$$,=-; I,+ . (<.LL (.<DL' ,I .LL '-;+'D+'-'=+( U,+L>U)>'? ",+',:'+M ;&'D.+;)$)D.-;( .+' .LL I+,< ;&' e';&'+L.->(? m&)L' ;&'+' .+' <.-Q ()<)L.+);)'(
V';U''- '-;+'D+'-'=+( U,+L>U)>'M U' $.--,; H'-'+.L)^' I,+ ;&.; .(D'$; ,I ,=+
$,-$L=(),-(?
JL(,M ,+>'+ 'II'$;( <.Q 'X)(;M V'$.=(' ;&' (';( ,I D.+;)$)D.-;( )- ;&' >)II'+'-;
'XD'+)<'-;.L (';;)-H( .+' -,; >)(8=-$;):'? m' D+'(=<' ;&.; '.$& D.+;)$)D.-; U,=L>
+'.$; ;&' (.<' )I ;&' D.H'( P .-> ;&'+'I,+'M ;&' >)II'+'-; )-$'-;):'( P U,=L> V' )- .
>)II'+'-; ,+>'+? Y- ;&' +'.L U,+L>M ); )( DL.=()VL' ;&.; ;&' D.+;)$)D.-; )( <,+' L)/'LQ
U$29 G
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D.H'0(7
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")-)<)^' $Q$L' ;)<'
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$=(;,<'+
U$29 F
K+'.;' <=L;)DL'$Q$L'( I,+ '.$&
$=(;,<'+
U$29 I
Y>'-;)IQM D+),+);)^'M(''> ;, -';U,+/
&=V(
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 41 ,I T5
;, ('-> .- )-:);' :). ;&' I)+(; D.H' +.;&'+ ;&.- :). ;&' ('$,-> D.H'M :). ;&' ('$,->
D.H' +.;&'+ ;&.- :). ;&' ;&)+> D.H' '; $';'+.?
",+',:'+M ;&' ;);L' ,I ;&)( +'('.+$& D.D'+ )( km&.; "./'( p,=+ JDD F, G)+.LolM
U);&,=; (;.;)-H U&)$& /)-> ,I U'V ,+ <,V)L' .DDL)$.;),- )( <'.-;? %&' 'II'$;( ,I
)-$'-;):'(M .-> ;&' ('L'$;),- ,I ;&' +)H&; D',DL' ;, (''> . :)+.L $.<D.)H- ;,M $.-
>)II'+ I,+ >)II'+'-; ;QD'( ,I .DD(? %&' +'(=L;( .-> >)($=((),- <)H&; .L(, V'
.DDL)$.VL' ;, $,<D.-)'( U);& I+''<)=<M 311n >)H);.LM ,+ .DDWV.('> V=()-'((
<,>'L( 'X$L=():'LQ? h- ;&' ,;&'+ &.->M ;&' ,=;$,<'( ,I ;&' ;'(;'> )-$'-;):'( .->
;QD'( ,I D',DL' $,=L> &'LD $,<D.-)'( U);& -,-W>)H);.L D+,>=$;( .-> ('+:)$'( ;, H,
:)+.L? \=+;&'+ +'('.+$& &'+';, )( (;+,-HLQ '-$,=+.H'>?
d.(; V=; -,; L'.(;M G)$;,+ "=->) )( . +'L.;):'LQ =-/-,U- DL.;I,+< ;&.; ,-LQ 'X)(;(
I,+ L);;L' ,:'+ . Q'.+? c'(=L;( <.Q V' V).('> V'$.=(' D,;'-;).L $=(;,<'+( ;&.; :)();
G)$;,+ "=->)N( U'V();' .+' -,; .U.+' ,I ;&' V'-'I);( ,I ;&' D+,>=$; Q'; ,+
(;)<=L.;'> '-,=H& ;, =L;)<.;'LQ V'$,<' . $=(;,<'+? J( <'-;),-'> V'I,+'M k;&'
D+,V.V)L);Q ,I .>,D;)-H . -'U )--,:.;),- <.Q $&.-H' >+.<.;)$.LLQ =D,- . ('$,->
,+ ;&)+> 0,+ (=V('_='-;7 'XD,(=+' U&'+' ;&' (=>>'- 8=<D ,$$=+( U&'- ;&'
)->):)>=.LN( z;&+'(&,L>N ,I V'L)'I )( 'X$''>'>l 0m.;;(M B115E D? B437? `L;)<.;'LQM
V,;& U,+/)-H ;'$&-,L,HQ .-> (&.+)-H <'$&.-)(<(M .-> D+,>=$; .;;+.$;):'-'(( )-
$.(' ,I G)$;,+ "=->) .+' D+'(=<'> .-> U'+' ;+'.;'> .( H):'-(?
2?5 P \=;=+' +'('.+$&E
J>>);),-.L )-()H&;( $,=L> V' H.)-'> VQ (D'$)IQ)-H <,+' >';.)L'> ;QD'( ,I )-$'-;):'(M
'?H?M <,-';.+Q .-> -,-W<,-';.+QM .-> VQ .DDLQ)-H ;&' 'XD'+)<'-; $,->=$;'> .->
>'($+)V'> )- ;&)( +'('.+$& D.D'+ ;, ,;&'+ $,-;'X;( U);& D.+;)$)D.-;( ,I >)II'+'-;
V.$/H+,=->( I+,< .+,=-> ;&' U,+L>? %&'(' /)->( ,I +'('.+$& ;&.; I=+;&'+ '-&.-$'
,=+ =->'+(;.->)-H ,I ;&' 'II'$;( .-> D,(()VL' .DDL)$.;),-( ,I )-$'-;):)^)-H .->
(''>)-H (;+.;'H)'( .+' (;+,-HLQ '-$,=+.H'>?
J( D+,D,('> )- ;&' G)+.L F+,U;& \,+<=L.M )- ,+>'+ ;, H'; .- .DD ;, :)+.L ); -''>(
;, I)+(; +'.$& D+,>=$;W<.+/'; I);E ;&' <,(; )<D,+;.-; :.+).VL' ,I ;&' '_=.;),-?
`-I,+;=-.;'LQM :'+Q L);;L' +'('.+$& )( $,->=$;'> )- ;&)( .+'.? %&'+'I,+'M ,;&'+
+'('.+$&'+( .+' (;+,-HLQ =+H'> ;, >, (,?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 43 ,I T5
%&' :)+.L '_=.;),-( D+,D,('> VQ d.UL'+ 0B13B7 .-> #/,/ 0B13BWYj B13BWYY7 ;./'
)-;, .$$,=-; ;&+'' <.8,+ :.+).VL'(E 037 ;&' -=<V'+ ,I )-:);'( ('-; D'+ $=(;,<'+M
0B7 ;&' $,-:'+(),- +.;' ,I ;&'(' )-:);'(M .-> 0A7 ;&' $Q$L' ;)<'? %&' $,->=$;'>
'XD'+)<'-; U.( >'()H-'> ;, ,-LQ <'.(=+' ;&' I)+(; .-> ;&' L.(; :.+).VL'? \=;=+'
'XD'+)<'-;( (&,=L> V' ('; =D ;, <'.(=+' ;&' $,-:'+(),- +.;' .( U'LL .( ;&' $&=+-
+.;'M )- ,+>'+ ;, +'.LLQ V' .VL' ;, <'.(=+' .- .$;=.L 0-';7 :)+.L $,'II)$)'-; ,I x3
0'.$& -'U $=(;,<'+ .;;+.$;( .; L'.(; . -'U ,-'7? d)/'U)('M ':'+Q $,<D.-Q ;+Q)-H
;, H'; );( .DD ;, H, :)+.L )( '-$,=+.H'> ;, .; L'.(; <'.(=+' ;&' )<D,+;.-; :.+).VL'(
<./)-H =D ;&' G)+.L F+,U;& \,+<=L.? Y- ;&)( U.QM ;&'Q U)LL V' .VL' ;, I)-> ;&'
D'+I'$; +'$)D' ;&+,=H& 'XD'+)<'-;)-H U);& )-$'-;):)^)-H .-> (''>)-H (;+.;'H)'( VQ
;&'<('L:'(M 8=(; L)/' SL.X, >)> 0a.LQ.-.< -$ /0 ?M B1167?
\)-.LLQM ;&' ,=;$,<'( ,I ;&' 'XD'+)<'-; (&,U ;&.; <.;'+).L )-$'-;):'( >'$+'.('
$Q$L' ;)<' .-> (''>)-H ;, D',DL' U);& L.+H'0+ ;&.- .:'+.H'7 -';U,+/( )->=$' ;&'
-=<V'+ ,I )-:);'( ('-; D'+ $=(;,<'+M U&)L' D+,:)>)-H D=+D,():' )-$'-;):'( V,;&
>'$+'.('( ;&' .DDN( $Q$L' ;)<' .-> )-$+'.('( ;&' -=<V'+ ,I )-:);'( ('-; D'+
$=(;,<'+? \=;=+' +'('.+$& (&,=L> I,$=( ,- >)($,:'+)-H U&)$& 0$,<V)-.;),-7 ,I
;&'(' (;+.;'H)'( )( <,(; 'II'$;):'M =->'+ U&)$& $)+$=<(;.-$'0(7?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
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".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 4B ,I T5
.//(9=2G < H B(8(-(96()
J+.LM #?M "=$&-)/M d? i #=->.+.+.8.-M J? 0B1337? b-H)-''+)-H #,$).L K,-;.H),-(EhD;)<.L e';U,+/ #''>)-H .-> Y-$'-;):' #;+.;'H)'(? C&%9*#+ ;/;-% ? J:.)L.VL' .;D.D'+(?((+-?$,<s(,LAsD.D'+(?$I<o.V(;+.$;~)>v3661CTB?
J;.^/QM c? i O.+,-'M b? 0B1167? J>:'+;)()-H .-> )-$'-;):'( ,:'+ . (,$).L -';U,+/?e#*$-' P$/$-7 Q/$-#$ @;;0*)/$*&#M D=VL)(&'> ,- ".Q A3(; .; `# B116s13B3T5A?
JU.>M e?\? i c.H,U(/QM J? 0B11T7? b(;.VL)(&)-H %+=(; )- bL'$;+,-)$ K,<<'+$'%&+,=H& h-L)-' m,+> ,I ",=;&E J- bX.<)-.;),- J$+,(( F'->'+(? f&(%#/0 &8
M/#/+-4-#$ "#8&%4/$*&# PB7$-47: .&0< JN DNEM 313W3B3?
O.<D,M "?M bU)-HM "?%?M ".;&'+M ]?c?M #;'U.+;M ]? i m.LL.$'M "? 0B11T7? %&' 'II'$;(
,I ;&' (,$).L (;+=$;=+' ,I >)H);.L -';U,+/( ,- :)+.L <.+/';)-H D'+I,+<.-$'?"#8&%4/$*&# PB7$-47 T-7-/%),: .&0< >] DLEM B6AWBC1?
O.-(.LM [?#? i G,Q'+M S?J? 0B1117? m,+>W,IW",=;& S+,$'(('( U);&)- . #'+:)$'(S=+$&.(' ]'$)(),- K,-;'X;? f&(%#/0 &8 P-%A*)- T-7-/%),: .&0< L DJEM 344W366?
O.+.Vy()M J?d? i JLV'+;M c? 03CCC7? b<'+H'-$' ,I #$.L)-H )- c.->,< e';U,+/(?P)*-#)-: .&0< J\V DaNL]EM 21CW23B?
O'-U.QM *?S? 03CCT7? O.--'+ OL)->-'((E %&' Y+,-Q ,I J;;'-;),- F+.VV)-H ,- ;&'m,+L> m)>' m'V? Q%&)--'*#+7 &8 $,- `(4/# 3/)$&%7 /#' O%+&#&4*)7 P&)*-$B @##(/0
M--$*#+: .&0< NJ DaEM 54AW546?
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O'+H'+M *? i #$&U.+;^M b?"? 0B1337? m&.; ]+):'( Y<<'>).;' .-> h-H,)-H m,+> ,I",=;&o? f&(%#/0 &8 M/%9-$*#+ T-7-/%),: .&0< N\ DaEM T4CWTT1?
O'+H'+M *? i ")L/<.-M a?d? 0B13B7? m&.; "./'( h-L)-' K,-;'-; G)+.Lo? f&(%#/0 &8M/%9-$*#+ T-7-/%),: .&0< N] DJEM 3CBWB12?
O).-$,-)M F? i O.+.Vy()M J?d? 0B1137? K,<D';);),- .-> <=L;)($.L)-H )- ':,L:)-H-';U,+/(? O(%&;,B7*)7 W-$$-%7: .&0< aN DNEM 5A4W55B?
O)Q.L,H,+(/QM b?M F'+(;-'+M b? i d)V.)M O? 0B1137? K=(;,<'+ c'I'++.L ".-.H'<'-;EhD;)<.L c'U.+> S+,H+.<(? M/%9-$*#+ P)*-#)-: .&0< JX D>EM TBWC2?
O,,;(M "? i #.(./)M J? 03CCC7? z#<.LL U,+L>(N .-> ;&' ':,L=;),- ,I :)+=L'-$'EY-I'$;),- ,$$=+( L,$.LLQ .-> .; . >)(;.-$'? Q%&)--'*#+7 &8 $,- T&B/0 P&)*-$B W&#'&#P-%*-7 g: .&0< JVV D>NLJEM 3CAAW3CAT?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 63/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 4A ,I T5
O,+H.;;)M #?S? i *,-'(M K? 03CCT7? e';U,+/ "'.(=+'( ,I #,$).L K.D);.L? K&##-)$*:
.&0< J> DJEM B6WA4?
O+,--'+M \? i ]' [,,HM c? 0B1317? G.$.;),-'+( .-> 'mh"E m&, S,(;(M .-> m&QM
m&'+'M .-> m&.;o? f&(%#/0 &8 6%/A-0 T-7-/%),: .&0< aX D>EM 32WB4?
O+,U-M *?M O+,>'+)$/M J?*? i d''M e? 0B1167? m,+> ,I <,=;& $,<<=-)$.;),- U);&)-,-L)-' $,<<=-);)'(E K,-$'D;=.L)^)-H ;&' ,-L)-' (,$).L -';U,+/? f&(%#/0 &8"#$-%/)$*A- M/%9-$*#+: .&0< J> DLEM BWB1?
O=;;L'M \?J? 03CCT7? m,+> ,I <,=;&E =->'+(;.->)-H .-> <.-.H)-H +'I'++.L<.+/';)-H? f&(%#/0 &8 P$%/$-+*) M/%9-$*#+: .&0< VM B53WB25?
KL.+/M S?O? i m)L(,-M *?Z? 03C437? Y-$'-;):' #Q(;'<(E J %&',+Q ,I h+H.-)^.;),-(? @'4*#*7$%/$*A- P)*-#)- h(/%$-%0B: .&0< V DJEM 3BCW344?
KL.+/M "?#?M ")LL(M *? i S,U'LM "?K? 03CT47? a''D)-H ;+.$/ ,I -''>( )- $,<<=-.L .->'X$&.-H' +'L.;),-(&)D(? f&(%#/0 &8 Q-%7&#/0*$B /#' P&)*/0 Q7B),&0&+B: .&0< a> DJEMAAAWAAT?
K,<D';' 0B13B7? #);' .-.LQ;)$( I,+ SL.X,?$,< I+,< JD+)L B133 ;, JD+)L B13B?G)();'> ,- ".Q B6;& .; ();'.-.LQ;)$(?$,<D';'?$,<sDL.X,?$,<s?
K+=^M ]? i \)LLM K? 0B11T7? b:.L=.;)-H :)+.L <.+/';)-HE )(,L.;)-H ;&' /'Q $+);'+).?M/%9-$*#+ "#$-00*+-#)- i Q0/##*#+: .&0< JV D[EM 65AW62T?
]'LL.+,$.(M K? i e.+.Q.-M c? 0B1147? J #;.;)(;)$.L "'.(=+' ,I . S,D=L.;),-N(S+,D'-();Q ;, b-H.H' )- S,(;WS=+$&.(' h-L)-' m,+>W,IW",=;&? P$/$*7$*)/0 P)*-#)-:
.&0< JJ DJEM B66WBT2?
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]).<.-;,D,=L,(M J?M #$&L'H'L<)L$&M O?O? i ]= S+''^M *?S? 03CC27? d'((,-( I,+ D.-Wb=+,D'.- <.+/';)-Ho %&' +,L' ,I $,-(=<'+ D+'I'+'-$'( )- I)-'W;=-)-H ;&' D+,>=$;W<.+/'; I);? "#$-%#/$*&#/0 M/%9-$*#+ T-A*-2: .&0< >J DJEM ATW2B?
],V'L'M J?M %,L'<.-M ]? i O':'+L.->M "? 0B1127? K,-;+,LL'> )-I'$;),-q #D+'.>)-H ;&'V+.-> <'((.H' ;&+,=H& :)+.L <.+/';)-H? g(7*#-77 `&%*F: .&0< N\ DJEM 35AW35C?
],V'L'M J?M d)->H+''-M J?M O':'+L.->M "?M G.-&.<<'M *? i G.- m)8/M c? 0B1167? m&QD.(( ,- :)+.L <'((.H'(o O'$.=(' ;&'Q $,--'$; '<,;),-.LLQ? g(7*#-77 `&%*F: .&0<
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 64/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 45 ,I T5
]=-V.+M c?Y?"? 03CCA7 K,':,L=;),- ,I -',$,+;'X ()^'M H+,=D ()^' .-> L.-H=.H' )-&=<.-(? g-,/A*&%/0 /#' g%/*# P)*-#)-7: .&0< >VM 4T3W6A2?
b-H'LM *?\?M a'H'++')(M c?*? i OL.$/U'LLM c?]? 03C4C7? m,+>W,IW<,=;& K,<<=-)$.;),-VQ ;&' Y--,:.;,+? f&(%#/0 &8 M/%9-$*#+: .&0< LL DLEM 32W3C?
\);^()<<,-(M *?J?M e,&M *? i %&)'(M b? 03CCT7? S=+$&.()-H V=()-'(( ('+:)$'(? f&(%#/0&8 g(7*#-77 i "#'(7$%*/0 M/%9-$*#+: .&0< >L DLjNEM A61WAT1?
\+)'(;.>M "? i m+)H&;M S? 03CC57? %&' S'+(=.(),- a-,UL'>H' ",>'LE [,U S',DL'K,D' U);& S'+(=.(),- J;;'<D;(? f&(%#/0 &8 K(4-% T-7-/%),: .&0< J> D>EM 3WA3?
F.+V.+)-,M b? i #;+.&)L':);^M "? 0B1157? F'->'+ >)II'+'-$'( )- ;&' D'+$'):'> +)(/ ,IV=Q)-H ,-L)-' .-> ;&' 'II'$;( ,I +'$'):)-H . ();' +'$,<<'->.;),-? f&(%#/0 &8
g(7*#-77 T-7-/%),: .&0< a[ D[EM 64TW662?
FL.>U'LLM "? 0B1117 P %&' %)DD)-H S,)-;? g/)9 g/B g&&97jW*$$0-: g%&2# /#'
K&4;/#B M e'U p,+/ 0ep7M `#J?
F,>'(M ]?M ".Q^L)-M ]?M K&'-M p?M ].(M #?M ]'LL.+,$.(M K?M SI')II'+M O?M d)V.)M O?M #'-M #?M#&)M "? i G'+L'H&M S? 0B1127? %&' \)+<N( ".-.H'<'-; ,I #,$).L Y-;'+.$;),-(?M/%9-$*#+ W-$$-%7: .&0< >V DLYNEM 532W5BT?
F,>'(M ]? i ".Q^L)-M ]? 0B11C7? \)+<WK+'.;'> m,+>W,IW",=;& K,<<=-)$.;),-E
b:)>'-$' I+,< . \)'L> %'(;? f&(%#/0 &8 M/%9-$*#+ P)*-#)-: .&0< J\ DNEM 6B3W6AC?
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F,L>'-V'+HM *?M d)V.)M O? i "=LL'+M b? 0B1137? %.L/ ,I ;&' e';U,+/E J K,<DL'X#Q(;'<( d,,/ .; ;&' `->'+LQ)-H S+,$'(( ,I m,+>W,IW",=;&? M/%9-$*#+ W-$$-%7: .&0<
>J DLEM B33WBBA?
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['L<M #? 0B1117? G)+.L ".+/';)-H P b(;.VL)(&)-H K=(;,<'+ c'L.;),-(&)D( VQ zm,+>W,IW<,=('N? O0-)$%&#*) M/%9-$7: .&0< >X DLEM 32TW343?
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 65/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 42 ,I T5
.+;)$=L.;' ;&'<('L:'( ,- ;&' Y-;'+-';o? f&(%#/0 &8 "#$-%/)$*A- M/%9-$*#+: .&0< >\ D>EMATW2B?
[)-^M h?M #/)'+.M O?M O.++,;M K? i O'$/'+M *?`? 0B1337? #''>)-H #;+.;'H)'( I,+ G)+.L
".+/';)-HE J- b<D)+)$.L K,<D.+)(,-? f&(%#/0 &8 M/%9-$*#+: .&0< [a DVEM 22W63?
[,M *?p?K? i ]'<D('QM "? 0B1317? G)+.L <.+/';)-HE ",;):.;),-( ;, I,+U.+> ,-L)-'$,-;'-;? f&(%#/0 &8 g(7*#-77 T-7-/%),: .&0< VL D]Y>XEM 3111W3114?
[=V'+<.-M O?J?M c,<'+,M ]?"? i m=M \? 0B11T7? #,$).L -';U,+/( ;&.; <.;;'+E%U);;'+ =->'+ ;&' <)$+,($,D'? `-20-$$YQ/)9/%' W/H&%/$&%*-7M 2&%9*#+ ;/;-%< J:.)L.VL' .; D.D'+(?((+-?$,<s(,LAsD.D'+(?$I<o.V(;+.$;~)>v3A3A512?
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*.II'M *? 0B1317? \L)D ;&' \=--'LE [,U ;, `(' bX)(;)-H K=(;,<'+( ;, F.)- e'U h-'(? f&,# C*0-B i P: "#)<M [,V,/'- 0e*7M `#J?
*'-('-M *?Y? i F+':'M J? 0B11B7? ],'( ;&' ]'H+'' ,I c'>=->.-$Q )- #,$).L e';U,+/(Y-IL='-$' ;&' #=$$'(( ,I O=()-'(( #;.+;W=D(o? "#$-%#/$*&#/0 f&(%#/0 &8
O#$%-;%-#-(%*/0 g-,/A*&(% i T-7-/%),: .&0< \ DaEM B25WB46?
a.)/.;)M J? i a.)/.;)M *? 0B1157? #;'.L;& <.+/';)-HE [,U ;, +'.$& $,-(=<'+(
(=++'D;);),=(LQ? K/0*8&%#*/ M/#/+-4-#$ T-A*-2: .&0< NV DJEM 4WBB?
a.LQ.-.<M a?M "$Y-;Q+'M #? i ".(,-)(M %? 0B1167? J>.D;):' 'XD'+)<'-;.;),- )-)-;'+.$;):' <.+/';)-HE %&' $.(' ,I :)+.L <.+/';)-H .; SL.X,? f&(%#/0 &8 "#$-%/)$*A-M/%9-$*#+: .&0< J> DLEM 6BWT2?
a.DL.-M J?" i [.'-L')-M "? 0B1337? %U, &'.+;( )- ;&+''W_=.+;'+ ;)<'E [,U ;, U.L;^;&' (,$).L <'>).s:)+.L <.+/';)-H >.-$'? g(7*#-77 `&%*F: .&0< aN DLEM B2AWB4A?
a)'LM F?K? i d.Q;,-M c?J? 03CT37? ])<'-(),-( ,I K,-(=<'+ Y-I,+<.;),- #''/)-HO'&.:),+? f&(%#/0 &8 M/%9-$*#+ T-7-/%),: .&0< >\ DJEM BAAWBAC?
aL')-V'+HM *? 0B1117? %&' (<.LLWU,+L> D&'-,<'-,-E .- .LH,+);&< D'+(D'$;):'?P6RK GXX Q%&)--'*#+7 &8 $,- $,*%$BY7-)&#' /##(/0 @KM 7B4;&7*(4 &# 6,-&%B &8)&4;($*#+M 34AW361?
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d.UL'+M a? 0B13B7? J G)+.L);Q \,+<=L.? G)();'> ,- ".Q B3(; .;
/':)-L.UL'+?$,<s:)+.L?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 66/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 44 ,I T5
d,($,$$,M a?M ",--.;M #?"?M ",,+'M F? i d.=V'+M a?O? 0B11C7? b-;'+D+)()-H m,<'- PJ K,<D.+)(,- ,I m,<'-N( .-> "'-N( #<.LL O=()-'(( e';U,+/(? 1-#'-% i P&)*-$B:.&0< JL DLEM ATTW533?
d=V.+(/QM ]?J? 0B1127? Y-$'-;):)^' b:'+Q;&)-HM Y-$'-;):)^' e,;&)-H? @#-7$, @#/0+:
.&0< >XXM 5C1W5CB?
".^^.+,LM %?M #U''-'QM *?K? i #,=;.+M F?e? 0B1167? K,-$'D;=.L)^)-H U,+>W,IW<,=;&.$;):);QM ;+)HH'+( .-> $,->);),-(E .- 'XDL,+.;,+Q (;=>Q? O(%&;-/# f&(%#/0 &8
M/%9-$*#+: .&0< N> D>>j>JEM 3562W35C5?
"$F+.;&M *?b?M ".+;)-M *? i a=L/.M c?J? 03CT37? #,<' Z=.()Wc=L'( I,+ "./)-H*=>H<'-; K.LL( )- c'('.+$&? @4-%*)/# g-,/A*&%/0 P)*-#$*7$: .&0< Ja DJEM B33WBB5?
")$+,(,I; K,+D,+.;),- 0B1337? ]';'$;)-H :)+.L);Q D.;&( .-> (=DD,+;)-H +'I'++.L<,-';)^.;),-? e#*$-' P$/$-7 Q/$-#$ @;;0*)/$*&#M D=VL)(&'> ,- #'D;'<V'+ BC;& .; `#B133s1BAC31A?
");;.LM G? i a.<./=+.M m?J? 0B1137? #.;)(I.$;),-M c'D=+$&.(' Y-;'-;M .->c'D=+$&.(' O'&.:),+E Y-:'(;)H.;)-H ;&' ",>'+.;)-H bII'$; ,I K=(;,<'+K&.+.$;'+)(;)$(? f&(%#/0 &8 M/%9-$*#+ T-7-/%),: .&0< L\ D>EM 3A3W35B?
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K&44(#*)/$*&#: .&0< >> DNEM 31T2W331A?
S';;QM c?b? i K.$),DD,M *?%? 03CT47? %&' bL.V,+.;),- d)/'L)&,,> ",>'L ,I S'+(=.(),-*# @'A/#)-7 *# Ok;-%*4-#$/0 P&)*/0 Q7B),&0&+B: .&0< >]M 3BAW3CB? d,->,-E J$.>'<)$S+'(( Y-$?
S,+;'+M d? i F,L.-M F?*? 0B1147? \+,< (=V('+:)'-; $&)$/'-( ;, V+.U-Q <'-E J$,<D.+)(,- ,I :)+.L .>:'+;)()-H ;, ;'L':)(),- .>:'+;)()-H? f&(%#/0 &8 "#$-%/)$*A-
@'A-%$*7*#+: .&0< V DJEM A1WAT?
SZ "'>). 0B13B7? bX$L=():' SZ "'>). c'('.+$&E ]'(D);' m,+(; c'$'((),- )-]'$.>'(M O+.->( Y-$+'.('> #D'->)-H ,- m,+>W,IW",=;& ".+/';)-H 35?Bn ;, g3?25O)LL),- )- B11T? G)();'> ,- ".Q B4;& .; UUU?D_<'>).?$,<s.V,=;WD+'((WB11C16BCWU,<<I?&;<L?
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c')$&&'L>M \?\? 0B11A7? %&' h-' e=<V'+ p,= e''> ;, F+,U? `/%A/%' g(7*#-77
T-A*-2: .&0< \> D>JEM 54W25?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 67/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 46 ,I T5
c)'H-'+M K? 0B1167? m,+> ,I ",=;& ,- ;&' m'VE %&' Y<D.$; ,I m'V B?1 ,-K,-(=<'+ S=+$&.(' ]'$)(),-(? f&(%#/0 &8 @'A-%$*7*#+ T-7-/%),: .&0< N[ DNEM 5A4W556?
cQ=M F? i \')$/M d? 0B1167? J S'--Q I,+ p,=+ %&,=H&;(E c'I'++.L c'U.+> S+,H+.<(
.-> c'I'++.L d)/'L)&,,>? f&(%#/0 &8 M/%9-$*#+: .&0< [> D>EM T5WC5?
cQ=M F? i [.-M *?a? 0B11C7? m,+>W,IW<,=;& ;+.-(<)((),- )- (';;)-H( U);& <=L;)DL',D)-),-(E %&' )<D.$; ,I ,;&'+ ,D)-),-( ,- mh" L)/'L)&,,> .-> :.L'-$'? f&(%#/0 &8K(4-% Q7B),&0&+B: .&0< >] DLEM 51AW532?
#$&<);;M S?M #/)'+.M O? i G.- >'- O=L;'M K? 0B1337? c'I'++.L S+,H+.<( .-> K=(;,<'+G.L='? f&(%#/0 &8 M/%9-$*#+: .&0< [a D>EM 54W2C?
#$&=;^M m?K? 03CCB7? O'Q,-> I)+,WO P %&+'' -'U ;&',+QW>'+):'> <'.(=+'( P'L'<'-; OE V'&.:),+M 'L'<'-; \E I''L)-H(M 'L'<'-; #E ('LI? Q7B),&0&+*)/0 T-;&%$7: .&0<
[XM C32WCA6?
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 68/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 4T ,I T5
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 69/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 4C ,I T5
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 70/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 61 ,I T5
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 71/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 63 ,I T5
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 72/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 6B ,I T5
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 73/84
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 74/84
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 75/84
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bbb F"($.;;)
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"+5 -&(D.I&&;+%*5 0 aE;;#/$JC"'$F8Ka
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 76/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 64 ,I T5
"+5 -&PD7&$-%+I9.$' 0 ah%7*#+I-%O+<a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 (/*()$5%E;;#/$F8K?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -&P ;+ -&PD-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 aE;;#/$JC"'$F8Ka
"+5 -&PD7&$-%+I9.$' 0 ah%7*#+I-%O+<a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 5"&$%E;;#/$F8K?
bbbbbb #$$+ F8K
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -&P 1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$77
"+5 -&PD-"#$%+"9$ 0 a7*#+I-D"7-ga
"+5 -&PD7&$-%+I9.$' 0 aP%7*#+I-a3 "7 Q<*7*&$5
P%7*#+I-T?
27$/$(& 9*+2-&PD('$"&$5%5"&$3 O';9 -"#$%&'"()*+# -&P 1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$77
"+5 -&PD-"#$%+"9$ 0 a7*#+I-D"7-ga
"+5 -&PD7&$-%+I9.$' 0 aP%7*#+I-a3 "7 5"&$%P%7*#+I-?
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -&P 1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$77
"+5 -&PD-"#$%+"9$ 0 a7*#+I-D"7-ga
"+5 -&PD7&$-%+I9.$' 0 aX%7*#+I-a3 "7 Q<*7*&$5X%7*#+I-T?
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -&P 1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$77
"+5 -&PD-"#$%+"9$ 0 a7*#+I-D"7-ga
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a3 "7 Q<*7*&$5Y%7*#+I-T?
bbbbbbbbb =*+)$5:+
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -&P ;+ -&PD-)%*5 0
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"+5 -&(D.I&&;+%*5 0 a=*+)$5*+JC"'$a
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 (/*()$5%/*+)$5:+?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -&P ;+ -&PD-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a=*+)$5*+JC"'$a
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 5"&$%/*+)$5:+?
bbbbbbbbbbbbbb ]1$$&
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -&P ;+ -&PD-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a]1$$&JC"'$a
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 77/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 66 ,I T5
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 (/*()$5%]1$$&?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -&P ;+ -&PD-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a]1$$&JC"'$a
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 5"&$%]1$$&?
bbbbbbb F"($.;;)
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -&P ;+ -&PD-)%*5 0
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"+5 -&(D.I&&;+%*5 0 aF"($.;;)JC"'$a
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 (/*()$5%F"($.;;)?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -&P ;+ -&PD-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 aF"($.;;)JC"'$a
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 5"&$%F"($.;;)?
bbbbbb E;;#/$
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
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"+5 -&(D.I&&;+%*5 0 aE;;#/$JC"'$a
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a
1C$'$ -&PD*-%"55'$77 0 -&D*-%"55'$773 "7 (/*()$5%E;;#/$?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
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"+5 -&(D.I&&;+%*5 0 aE;;#/$JC"'$a
"+5 -&PD7&$-%+I9.$' 0 aY%7*#+I-a
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*+&; f:!
O';9 -"#$%&'"()*+# -&
1C$'$ -&DO)%I7$' *7 +I//
#';I- .U
-&D*-%"55'$77
J@=@6] QI7$'%*5T?
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 78/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 6T ,I T5
27$/$(& 9"g2*-%"55'$773 O';9 -"#$%&'"()*+# 1C$'$ -"#$%&'"()*+#DFj%I7$' 0 QI7$'%*5T3 "7 *-"55'$77?
I7$'%('$"&$5%;+ "7 '$#*7&'"&*;+%5"&$?
*7+I//2(;9-"+U+"9$?aa3 "7 (;9-"+U+"9$?
*7+I//2O*'7&+"9$?aa3 "7 O*'7&+"9$?
*7+I//2*+*&*"/7?aa3 "7 *+*&*"/7?
*7+I//29*55/$+"9$?aa3 "7 9*55/$+"9$?
*7+I//2/"7&+"9$?aa3 "7 /"7&+"9$?
*7+I//2#$+5$'?aa3 "7 #$+5$'?
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aP%1*S"'5a3 "7 Q<*7*&$5 P%1*S"'5T?
*7+I//227$/$(& 7I92H&U3 O';9 =[E%I7$'%*9-;'&$5%(;I+& *9-;'&$5
1C$'$ *9-;'&$5DO)%I7$' 0 QI7$'%*5T3?N3 "7 (;+&"(&7%*9-;'&$5?
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aX%1*S"'5a3 "7 Q<*7*&$5 X%1*S"'5T?
bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb
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"+5 -&(D.I&&;+%*5 0 a.&+V-5"&$J&"&I7a
"+5 -&D7&$-%+I9.$' 0 aX%1*S"'5a
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27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*50 -&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a.&+V-5"&$J&"&I7a
"+5 -&D7&$-%+I9.$' 0 aX%1*S"'5a
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27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aY%1*S"'5a3 "7 Q<*7*&$5 Y%1*S"'5T?
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
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"+5 -&D7&$-%+I9.$' 0 aY%1*S"'5a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "7 (/*()$5%1*Sc"*/];A5'$77?
bbbbbbbbbb!';9; :+<*&$
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0
-&(DFj%&'"()*+#%*5
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 79/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' 6C ,I T5
"+5 -&(D.I&&;+%*5 0 a.&+!';9;:+<*&$a
"+5 -&D7&$-%+I9.$' 0 aY%1*S"'5a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "7 (/*()$5%!';9;:+<*&$?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*50 -&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a.&+!';9;:+<*&$a
"+5 -&D7&$-%+I9.$' 0 aY%1*S"'5a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "7 5"&$%!';9;:+<*&$?
bbbbbbbc"')$&*+#
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aP%9"')$&-/"($%"55a3 "7 Q<*7*&$5P%9"')$&-/"($T?
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aX%"77*#+9$+&%"55a3 "7 Q<*7*&$5
X%"77*#+9$+&T?
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aX%-';5I(&%"55a3 "7 Q<*7*&$5X%-';5I(&T?
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aX%7$'<*($%"55a3 "7 Q<*7*&$5X%7$'<*($T?
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aY%"77*#+%9"&(C*+#a 3 "7 Q<*7*&$5Y%"77*#+%9"&(C*+#T?
bb !';5I(& 7&"&I7 I-5"&$
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 aY%-';5I(&%7&"&I7I-5"&$a3 "7Q<*7*&$5 Y%-';5I(&%7&"&I7I-5"&$T?
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a.&+V-5"&$J&"&I7a
"+5 -&D7&$-%+I9.$' 0 aY%-';5I(&%7&"&I7I-5"&$a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "7(/*()$5%-';5I(&%V-5"&$J&"&I7?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a.&+V-5"&$J&"&I7a
"+5 -&D7&$-%+I9.$' 0 aY%-';5I(&%7&"&I7I-5"&$a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "75"&$%-';5I(&V-5"&$J&"&I7?
bb J$'<*($ 7&"&I7 I-5"&$
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 80/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' T1 ,I T5
"+5 -&D7&$-%+I9.$' 0 aY%7$'<*($%7&"&I7I-5"&$a3 "7Q<*7*&$5 Y%7$'<*($%7&"&I7I-5"&$T?
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a.&+V-5"&$J&"&I7a
"+5 -&D7&$-%+I9.$' 0 aY%7$'<*($%7&"&I7I-5"&$a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "7(/*()$5%7$'<*($%V-5"&$J&"&I7?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a.&+V-5"&$J&"&I7a
"+5 -&D7&$-%+I9.$' 0 aY%7$'<*($%7&"&I7I-5"&$a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "75"&$%7$'<*($V-5"&$J&"&I7?
bb A77*#+ 7&"&I7 I-5"&$
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 ah%"77*#+%7&"&I7I-5"&$a3 "7Q<*7*&$5 h%"77*#+%7&"&I7I-5"&$T?
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
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"+5 -&(D.I&&;+%*5 0 a.&+V-5"&$J&"&I7a
"+5 -&D7&$-%+I9.$' 0 ah%"77*#+%7&"&I7I-5"&$a
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27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a.&+V-5"&$J&"&I7a
"+5 -&D7&$-%+I9.$' 0 ah%"77*#+%7&"&I7I-5"&$a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "75"&$%"77*#+V-5"&$J&"&I7?
bb !';5I(& -';9;&$
27$/$(& (;I+&27&$-%+I9.$'3 O';9 -"#$%&'"()*+# -& 1C$'$ -&DO)%I7$' 0 QI7$'%*5T
"+5 -&D7&$-%+I9.$' 0 ah%-';5I(&%-';9;&$a3 "7 Q<*7*&$5h%-';5I(&%-';9;&$T?
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0-&(DFj%&'"()*+#%*5
7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 81/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' T3 ,I T5
"+5 -&(D.I&&;+%*5 0 a.&+c"*/];A5'$77a
"+5 -&D7&$-%+I9.$' 0 ah%-';5I(&%-';9;&$a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "7(/*()$5%-';5I(&%c"*/];A5'$77?
27$/$(& (;I+&2i3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0-&(DFj%&'"()*+#%*5
"+5 -&(D.I&&;+%*5 0 a.&+!';9;:+<*&$a
"+5 -&D7&$-%+I9.$' 0 ah%-';5I(&%-';9;&$a
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "7(/*()$5%-';5I(&%-';9;?
27$/$(& 9*+2-&(D('$"&$5%5"&$3 O';9 -"#$%&'"()*+#%(/*()$5 -&(
>;*+ -"#$%&'"()*+# -& ;+ -&D-)%*5 0-&(DFj%&'"()*+#%*5
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 82/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' TB ,I T5
1C$'$ -&DO)%I7$' 0 QI7$'%*5T3 "7
5"&$%7$'<*($%-';9;
:8][ fVJ@G
FG[c I7$'7
bb7$/$(& i O';9 f:!
bb7$/$(& i O';9 fVJ@G
bbb K$'1$')$+ 5$ <$/5$+ 9$& ""+&"//$+ S;5"& kl8 );9& *D-D<D ""+&"/ (/*()7 $+ 5$ >;*+ ""+9")$+
7$/$(&
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5"&$%P%7*#+I-F8K?
("7$ 1C$+ Q<*7*&$5 X%7*#+I-F8KT m N &C$+ aka $/7$ a8a $+5 "7 Q<*7*&$5 X%7*#+I-F8KT?
("7$ 1C$+ Q<*7*&$5 Y%7*#+I-F8KT m N &C$+ aka $/7$ a8a $+5 "7 Q<*7*&$5 Y%7*#+I-F8KT?
("7$ 1C$+ Q<*7*&$5 h%7*#+I-F8KT m N &C$+ aka $/7$ a8a $+5 "7 Q<*7*&$5 h%7*#+I-F8KT?
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5"&$%F"($.;;)?
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 83/84
".(;'+N( %&'()( 0O=()-'(( #;=>)'(7 P K,DQ+)H&;( R *? #.//'+( 0B13B7 S.H' TA ,I T5
O*'7&+"9$?
*+*&*"/7?
9*55/$+"9$?
/"7&+"9$?
#$+5$'?
("7$ 1C$+ Q<*7*&$5 P%1*S"'5T m N &C$+ aka $/7$ a8a $+5 "7 Q<*7*&$5 P%1*S"'5T?
(;+&"(&7%*9-;'&$5?
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("7$ 1C$+ (/*()$5%1*S"'5%V-5"&$J&"&I7 m N &C$+ aka $/7$ a8a $+5 "7 (/*()$5%1*S"'5%V-5"&$J&"&I7?
5"&$%1*SV-5"&$J&"&I7?
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("7$ 1C$+ (/*()$5%1*Sc"*/];A5'$77 m N &C$+ aka $/7$ a8a $+5 "7 (/*()$5%1*Sc"*/];A5'$77?
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("7$ 1C$+ Q<*7*&$5 X%"77*#+9$+&T m N &C$+ aka $/7$ a8a $+5 "7 Q<*7*&$5 X%"77*#+9$+&T?
("7$ 1C$+ Q<*7*&$5 X%-';5I(&T m N &C$+ aka $/7$ a8a $+5 "7 Q<*7*&$5 X%-';5I(&T?
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("7$ 1C$+ Q<*7*&$5 Y%"77*#+%9"&(C*+#T m N &C$+ aka $/7$ a8a $+5 "7 Q<*7*&$5 Y%"77*#+%9"&(C*+#T?
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5"&$%7$'<*($V-5"&$J&"&I7?
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("7$ 1C$+ (/*()$5%-';5I(&%c"*/];A5'$77 m N &C$+ aka $/7$ a8a $+5 "7 (/*()$5%-';5I(&%c"*/];A5'$77?
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7/22/2019 What Makes Your App Go Viral? Introducing the Viral Growth Formula [THESIS]
http://slidepdf.com/reader/full/what-makes-your-app-go-viral-introducing-the-viral-growth-formula-thesis 84/84
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