What Makes Online Content Viral?

  title={What Makes Online Content Viral?},
  author={Jonah A. Berger and Katherine L. Milkman},
  journal={Journal of Marketing Research},
  pages={192 - 205}
Why are certain pieces of online content (e.g., advertisements, videos, news articles) more viral than others? This article takes a psychological approach to understanding diffusion. Using a unique data set of all the New York Times articles published over a three-month period, the authors examine how emotion shapes virality. 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… 

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