Tip - What Makes Online Content Viral: Great Research Paper

What Makes Online Content Viral?

Jonah A. Berger
University of Pennsylvania - Marketing Department

Katherine L. Milkman
University of Pennsylvania - The Wharton School

December 25, 2009

Abstract:      
Why are certain pieces of online content more viral than others? This article takes a psychological approach to understanding diffusion. Using a unique dataset of all the New York Times articles published over a three month period, the authors examine the link between integral affect (i.e., the emotion evoked) and whether content is highly shared. Results suggest a strong relationship between emotion and virality, but indicate that this link is more complex than mere valence alone. Positive content is more...