 The impact of content sentiment and emotionality on content viralityIrina Heimbach and Oliver Hinz International Journal of Research in Marketing, 2016, vol. 33, issue 3, 695-701 Abstract: Analyzing t\he most e-mailed New York Times (NYT) articles, Berger and Milkman (2012) (BM) found that content virality is positively associated with its positivity and emotionality (particularly with the emotions anger, awe, and anxiety) and negatively related to sadness. Using a sample of German articles, we replicated their study for the most e-mailed article list of Germany's leading news magazine and extended the analysis to (1) three additional communication channels and (2) the non-linear relationship between positivity and virality. Although we could not replicate all the effects uncovered by BM, our findings are consistent with their results across all communication channels. Further, we suggest that the relationship between positivity and virality follows an inverted U-shape pattern and is thus non-linear. Keywords: Content virality; Online social networks; Social media; Word of mouth; Information diffusion; Viral marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:3:p:695-701 DOI: 10.1016/j.ijresmar.2016.02.004 Access Statistics for this article International Journal of Research in Marketing is currently edited by Roland Rust More articles in International Journal of Research in Marketing from Elsevier |
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