Industrial Automatic Control Systems and Controllers Annotation << Back Modeling of Virality Mechanisms in Social-information Systems V.N. Shcherbinin, D.A. Akimov, V.V. Kotelnikov In the fi eld of Internet marketing and analysis of communications, the term «virality» appeared relatively recently and has by now completely not settled. Specialists in the Internet space promotion, seeking increased interest in their Internet resources, understand the rapid increase in attendance metrics such as Yandex.Metrica and GoogleAnalytics, as well as the increase in downloads of mobile applications with GooglePlay and iTunesStore. Professionals in media content use the concept of virality to describe the phenomenon in which certain media fi les are rapidly spreading among users. The scientific community borrows the description of virality from medicine, namely from virology. This approach considers the dissemination of popular information similar to the spread of viruses in the population. Keywords: virality; Information object; K-factor; Map of communications; Viral fi eld. Contacts: E-mail: svn_mck@mail.ru, E-mail: kimovdmitri@gmail.com, E-mail: Каа2606@rambler.ru Pp. 54-61.