Internet fame is a social phenomenon not a magic trick. Why are certain pieces of online content (e.g., advertisements, videos, news articles) more viral than others? This takes a tecnological approach to understanding diffusion. The results indicate that positive content is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence alone. Virality is partially driven by physiological arousal. Content that evokes higharousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes lowarousal, or deactivating, emotions (e.g., sadness) is less viral. Taken together, these findings shed light on why people share content and how to design more effective viral marketing campaigns.
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