Can Sad Content Be Viral? a Reinvestigation of the Role of Emotion in the Sharing of Online Content
Across a field study of over 100,000 Facebook posts and three experiments, we find that sad prosocial content can be more viral than other types of emotional content, including humorous content (positively valenced) and angering content (high arousal), in direct opposition to prior work.
Citation:
Julie Schiro and Lauren Min (2021) ,"Can Sad Content Be Viral? a Reinvestigation of the Role of Emotion in the Sharing of Online Content", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 913-913.
Authors
Julie Schiro, University College Dublin
Lauren Min, University of Kansas
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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