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Tim Spalding on Twitter: "Has someone written a good (book-length?) primer on online virality—the theory, whys and why-nots?" https://twitter.com/librarythingtim/status/688069221247500288
Two books suggested:
http://www.amazon.com/Going-Viral-Karine-Nahon/dp/0745671292
http://www.amazon.com/Contagious-Why-Things-Catch-On/dp/1451686579