Miller, I. D. & Cupchik, G. C. (2013). Memelab: motivation and viral impact. In 14th Meeting of the Society for Personality and Social Psychology. New Orleans, LA, USA. doi:10.6084/m9.figshare.3427175
What drives online viral phenomena? The investigators built a live meme-generator website for tracking online social transmission. Participants created memes to share with their social networks, and online sharing behavior was longitudinally monitored. Individual differences in expertise and specific meme features were predictive of social transmission behaviors.