Virality

JOMC 490

Joe Bob Hester / @joebobhester

Oreo Dunk In The Dark Tweet
NBC Revolution on Facebook

What is Virality?

Viral = Sharing (News)

Berger & Milkman (2011)

More likely to share:

Positive content

Activation/arousal (awe, anxiety, anger)

Contagious Book

Social Contagion (Health)

Salathe, Vu, Khandelwal, & Hunter (2013)

Exposure to negative sentiment predicts future expression of negative sentiment

Intensity of sentiment also predictive

Virality (Facebook)

The percentage of people who have created a story from your post as a percentage of the number of people who have seen it.

Virality Not Equal To Sharing

Facebook

Brian Carter & Marketo

Contagious Content

EMOTION AS A PREDICTOR
OF SOCIAL MEDIA SHARING
OF MESSAGES ABOUT BRANDS

THE ROLES OF VALENCE AND AROUSAL

Joe Bob Hester & Chris Vargo

3 product categories
12 brands
1 week
112,000 tweets

Source factors
Shared vs. Not


  • Number of followers

  • Times listed

  • Number of friends

  • Number of statuses

  • Tweets favorited

Message factors
Shared vs. Not


  • @mentions (+)

  • URLs (-)

  • Length (+)

  • Media (photo) (+)

  • Hashtags (n.s.)

Measuring emotional content

ANEW

Affective Norms for English Words

Natural Language Processing
vs.
Human Coders

Emotional content
Shared vs. Not


  • Negative valence (+)

  • Positive arousal (+)

  • Negative arousal (-)

  • Positive valence (n.s.)

Degree of sharing


  • Followers (+)

  • Media (+)

  • Neither valance nor arousal alone were significant predictors.

  • Valence (+) * Arousal (+)

  • Valence (-) * Arousal (+)

  • Valence (-) * Arousal (-)