formerly: GfK Marketing Intelligence Review

NIM Marketing Intelligence Review

NIM Market. Intellig. Rev.

<abstract>
<title style='display:none'>Abstract</title>
"Companies are relying more and more on online communication to reach consumers. While some viral campaigns are tremendously successful, others remain far below expectations. But why are certain pieces of online content more viral than others?
An analysis conducted on the New York Times’ most-emailed list, along with further experimental evidence, showed that positive content is more viral than negative content. However, the relationship between emotion and social transmission is more complex than valence alone. Virality is driven, in part, by activation and arousal. Content that evokes either high-arousal positive emotions (awe) or negative emotions (anger or anxiety) tends to be more viral. Content that evokes low arousal or deactivating emotions (e.g., sadness) tends to be less viral. These results were also true when examining how surprising, interesting, or practically useful content is (all of which are positively linked to virality), as well as external drivers of attention (e.g., how prominently content is featured). Taking the effect of emotions into account helps to design effective viral marketing campaigns.
"

</abstract>

Abstract

Joseph G. Campbell Assistant Professor of Marketing, Wharton School, University of Pennsylvania, Philadelphia, USA

Assistant Professor of Operations and Information Management, Wharton School, University of Pennsylvania, Philadelphia, USA

Keywords

<article-title>Emotion and Virality: What Makes Online Content Go Viral?</article-title>

Emotion and Virality: What Makes Online Content Go Viral?

{"article-title":"Emotion and Virality: What Makes Online Content Go Viral?"}

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NIM Marketing Intelligence Review ist in den folgenden Services indiziert: <ul> <li> Baidu Scholar </li> <li> Cabell's Whitelist </li> <li> CNKI Scholar (China National Knowledge Infrastructure) </li> <li> CNPIEC - cnpLINKer </li> <li> Dimensions </li> <li> DOAJ (Directory of Open Access Journals) </li> <li> EBSCO </li> <li> EconBiz </li> <li> ECONIS </li> <li> ExLibris </li> <li> Google Scholar </li> <li> IBR (International Bibliography of Reviews of Scholarly Literature in the Humanities and Social Sciences) </li> <li> IBZ (International Bibliography of Periodical Literature in the Humanities and Social Sciences) </li> <li> J-Gate </li> <li> JournalGuide </li> <li> JournalTOCs </li> <li> KESLI-NDSL (Korean National Discovery for Science Leaders) </li> <li> MyScienceWork </li> <li> Naver Academic </li> <li> Naviga (Softweco) </li> <li> ProQuest </li> <li> QOAM (Quality Open Access Market) </li> <li> ReadCube </li> <li> Research Papers in Economics (RePEc) </li> <li> SCILIT </li> <li> Semantic Scholar </li> <li> TDNet </li> <li> Ulrich's Periodicals Directory/ulrichsweb </li> <li> WanFang Data </li> <li> WorldCat (OCLC) </li> <li> X-MOL </li> </ul>

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Jella Pfeiffer Professor of Digitalization, E-Business and Operations Management Justus-Liebig-Universität Gießen, Germany <a href="https://www.uni-giessen.de/en/faculties/f02/faculty/professorships/business/digitalization-e-business-and-operations-management/team/prof-dr-jella-pfeiffer_eng?set_language=en">https://www.uni-giessen.de/en/faculties/f02/faculty/professorships/business/digitalization-e-business-and-operations-management/team/prof-dr-jella-pfeiffer_eng?set_language=en</a> (Vol. 15 No.2, 2023 – forthcoming) Koen Pauwels Distinguished Professor of Marketing and Co-Founder of the DATA Initiative D’Amore-McKim School of Business at Northeastern University, Boston, MA, USA <a href="https://damore-mckim.northeastern.edu/people/koen-pauwels/">https://damore-mckim.northeastern.edu/people/koen-pauwels/</a> (Vol. 15 No 1, 2023 and Vol. 7 No. 1, 2015) David J. Reibstein William S. Woodside Professor and Professor of Marketing The Wharton School, University of Pennsylvania, Philadelphia, PA, USA <a href="https://marketing.wharton.upenn.edu/profile/reibstei/">https://marketing.wharton.upenn.edu/profile/reibstei/</a> (Vol. 15 No 1, 2023) Bernd Skiera Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany, <a href="https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html">https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html</a> (Vol. 14 No. 2, 2022) Daiane Scaraboto Professor of Marketing, The University of Melbourne, Australia　 <a href="https://www.linkedin.com/in/daiane-scaraboto-b2651214/?originalSubdomain=au">https://www.linkedin.com/in/daiane-scaraboto-b2651214/?originalSubdomain=au</a> (Vol. 14 No.1, May 2022) Daniel Korschun Professor of Marketing, LeBow College of Business, Drexel University, Philadelphia, USA <a href="https://www.lebow.drexel.edu/people/danielkorschun">https://www.lebow.drexel.edu/people/danielkorschun</a> (Vol. 13 No.2, November 2021) Caroline Wiertz Professor of Marketing, Cass Business School, City, University of London, England <a href="http://www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz">www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz</a> (Vol. 13 No.1, May 2021) Giana Eckhardt Professor of Marketing, King´s College London, England, <a href="https://www.kcl.ac.uk/people/giana-m-eckhardt">https://www.kcl.ac.uk/people/giana-m-eckhardt</a> (Vol. 12 No.2, November 2020) Kurt Matzler Professor of Strategic Management, University of Innsbruck, Austria <a href="http://www.uibk.ac.at/smt/strategic-management/team/matzler.html.de">www.uibk.ac.at/smt/strategic-management/team/matzler.html.de</a> (Vol. 12 No.1, May 2020) Christian Hildebrand, Professor of Marketing Analytics and Director of the Institute of Behavioral Science and Technology (IBT), University of St. Gallen, Switzerland <a href="https://www.ibt.unisg.ch/team/christian-hildebrand/">https://www.ibt.unisg.ch/team/christian-hildebrand/</a> (Vol. 11 No.2, November 2019) Werner Reinartz, University of Cologne, Germany <a href="https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd">https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd</a> (Vol. 9 No.1, 2017 and Vol. 11 No. 1, 2019) Donna Hoffman and Tom Novak, George Washington University, Washington, USA <a href="https://postsocial.gwu.edu/faculty/">https://postsocial.gwu.edu/faculty/</a> (Vol. 10 No. 2, 2018) Susan Fournier and Shuba Srinivasan, Questrom School of Business, Boston University, USA <a href="http://www.bu.edu/questrom/profile/susan-fournier/">www.bu.edu/questrom/profile/susan-fournier/</a> questromapps.bu.edu/mgmt_new/profiles/SrinivasanShuba.html (Vol. 10 No.1, 2018) Andrew Stephen, Said Business School at Oxford University, England <a href="http://www.sbs.ox.ac.uk/community/people/andrew-stephen">www.sbs.ox.ac.uk/community/people/andrew-stephen</a> (Vol. 9 No.2, 2017) Srinivas Reddy, Visiting Professor of Marketing, Centre for Marketing Leadership, Kellogg School of Northwestern University, Evanston, USA <a href="https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx">https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx</a> <a href="http://www.smu.edu.sg">www.smu.edu.sg</a> (Vol. 9 No.1, 2017) Bernd Skiera, Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany <a href="http://www.ecommerce.wiwi.uni-frankfurt.de">www.ecommerce.wiwi.uni-frankfurt.de</a> (Vol. 8 No. 2, 2016) CB Bhattacharya, Zoffer Chair of Sustainability and Ethics, University of Pittsburgh, PA, USA <a href="https://business.pitt.edu/professors/cb-bhattacharya/">https://business.pitt.edu/professors/cb-bhattacharya/</a> (Vol. 8 No. 1, 2016) Jan Landwehr, Goethe-University, Frankfurt am Main, Germany <a href="https://www.marketing.uni-frankfurt.de/en/professoren/landwehr/prof-dr-jan-landwehr.html">https://www.marketing.uni-frankfurt.de/en/professoren/landwehr/prof-dr-jan-landwehr.html</a> (Vol. 7 No. 2, 2015) Andreas Herrmann, at the time University of St. Gallen, Switzerland (Vol. 7 No. 2, 2015) Robert V. 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NIM Marketing Intelligence Review

Emotion and Virality: What Makes Online Content Go Viral?

Jonah Berger and
Jonah Berger and
Katherine L. Milkman
Katherine L. Milkman

Published Online: 16 Jul 2014

Volume & Issue: Volume 5 (2013) - Issue 1 (May 2013)

Page range: 18 - 23

Journal & Issue Details

NIM Marketing Intelligence Review

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Recent Articles

NIM Marketing Intelligence Review

Emotion and Virality: What Makes Online Content Go Viral?

Jonah Berger andJonah Berger andKatherine L. MilkmanKatherine L. Milkman

Published Online: 16 Jul 2014

Volume & Issue: Volume 5 (2013) - Issue 1 (May 2013)

Page range: 18 - 23

Journal & Issue Details

NIM Marketing Intelligence Review

PDF Preview

References

Recent Articles

Jonah Berger and
Jonah Berger and
Katherine L. Milkman
Katherine L. Milkman