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What makes commonplace English phrases turn into viral phenomena on social media?

Hamsini Shivakumar and Naheed Akhtar of Leapfrog Strategy Consulting, write that the journey of a commonly spoken phrase to a viral trend is a multifaceted process on social media. It encompasses socio-economic aspirations, authenticity in expression, the inherent humour in unintentional deviations, and the catalytic role played by influencers in amplifying and reshaping content