Working Papers

Social Transmission, Emotion, and the Virality of Online Content

Jonah Berger and Katherine L. Milkman

Jan 1, 2010

Using dataset of New York Times articles published over a three-month period, examines the link between integral affect (i.e., the emotion evoked) and whether content is highly shared. Specifically, examines how content valence and the specific emotions it evokes relate to whether content is on the newspaper’s “most emailed” list.

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