Impact of Virus-Infected Messages on the Speed of Message-Distribution in Media

Virus-infected communications, particularly virus-carrying messages, have recently assumed novel applications. The existence of such viruses in a message brings about self-proliferation and hence a huge increase in the speed of dissemination. The present study aims to examine the impact of message viruses on the speed of conveying such messages. To this aim, the researcher designed the Virus-Infected Communications Conclusive Model by employing the related subject's literature and viewpoints of the field's experts. To assess the model, some 57 experts were selected using cluster sampling from the study subjects who were experts working in the Public Relations of Bojnord companies. The samples were given a researcher-made questionnaire including 42 items and 7 factors. The results of analyzing the model's structural equations indicate that surprise, joy and fear have a positive impact on the speed of message-dissemination. The virus of sorrow had a negative impact on the speed of message dissemination, while anger and hatred viruses have no impact on the speed of dissemination.