Corpus ID: 15880450

Social Transmission, Emotion, and the Virality of Online Content

  title={Social Transmission, Emotion, and the Virality of Online Content},
  author={J. Berger and Katherine L. Milkman},
Why are certain pieces of online content more viral than others? This article takes a psychological approach to understanding diffusion. Using a unique dataset of all the New York Times articles published over a three month period, the authors examine how emotion shapes virality. More positive content is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence alone, and is driven in part by arousal. Content that evokes either… CONTINUE READING
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