Formulating a conceptual framework of a humorous viral video on Facebook

Social media posts often achieve viral status through specific determinants and content forwarding mechanisms. This research examines the factors contributing to the virality of a humorous video uploaded on Facebook, which garnered significant engagement. A metasynthesis of recent literature was conducted to identify the elements of video content creation that influence virality and the drivers within social networks that prompt users to like and share content. By synthesizing insights from contemporary studies, the research develops a conceptual framework that links video content, audience behaviors, and social media platform dynamics to explain virality. This framework highlights the role of humor, emotional resonance, and algorithmic amplification in achieving widespread visibility. Furthermore, this study discusses the implications of these findings for content creators and marketers, offering strategies to optimize engagement and expand reach through humorous content.