The spreading of digital content, such as images, videos, or links, in a short period of time through online media such as Social Networking Sites (SNSs) and electronic mail, shared by a large number of people.  Virality is related to “the astonishing speed and scope with which often “empty” (i.e. not a priori determined) signs circulate online.” 
1. Nahon, K, Hemsley, J. (2013). Going Viral. Polity Press, UK.
2. Varis, P., & Blommaert, J. (2015). Conviviality and collectives on social media: Virality, memes, and new social structures. Multilingual Margins 2(1), 31-45.