IDEAS home Printed from https://ideas.repec.org/p/dar/wpaper/84848.html
   My bibliography  Save this paper

The Impact of Content Sentiment and Emotionality on Content Virality

Author

Listed:
  • Heimbach, Irina
  • Hinz, Oliver

Abstract

Analyzing t\he most e-mailed New York Times (NYT) articles, Berger and Milkman (2012) (BM) found that content virality is positively associated with its positivity and emotionality (particularly with the emotions anger, awe, and anxiety) and negatively related to sadness. Using a sample of German articles, we replicated their study for the most e-mailed article list of Germany's leading news magazine and extended the analysis to (1) three additional communication channels and (2) the non-linear relationship between positivity and virality. Although we could not replicate all the effects uncovered by BM, our findings are consistent with their results across all communication channels. Further, we suggest that the relationship between positivity and virality follows an inverted U-shape pattern and is thus non-linear.
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Heimbach, Irina & Hinz, Oliver, 2016. "The Impact of Content Sentiment and Emotionality on Content Virality," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 84848, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    • Handle: RePEc:dar:wpaper:84848
    Note: for complete metadata visit http://tubiblio.ulb.tu-darmstadt.de/84848/
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Other versions of this item:

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nguyen, Hang T. & Chaudhuri, Malika, 2019. "Making new products go viral and succeed," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 39-62.
    2. Irina Heimbach & Oliver Hinz, 2018. "The Impact of Sharing Mechanism Design on Content Sharing in Online Social Networks," Information Systems Research, INFORMS, vol. 29(3), pages 592-611, September.
    3. Grewal, Dhruv & Herhausen, Dennis & Ludwig, Stephan & Villarroel Ordenes, Francisco, 2022. "The Future of Digital Communication Research: Considering Dynamics and Multimodality," Journal of Retailing, Elsevier, vol. 98(2), pages 224-240.
    4. Oliveira, João S. & Ifie, Kemefasu & Sykora, Martin & Tsougkou, Eleni & Castro, Vitor & Elayan, Suzanne, 2022. "The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing," Journal of Business Research, Elsevier, vol. 140(C), pages 49-61.
    5. Jansen, Nora & Hinz, Oliver & Deusser, Clemens & Strufe, Thorsten, 2021. "Is the Buzz on? – A Buzz Detection System for Viral Posts in Social Media," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 1-17.
    6. He, Yi & You, Ya & Chen, Qimei, 2020. "Our conditional love for the underdog: The effect of brand positioning and the lay theory of achievement on WOM," Journal of Business Research, Elsevier, vol. 118(C), pages 210-222.
    7. Hernández-Ortega, Blanca, 2020. "When the performance comes into play: The influence of positive online consumer reviews on individuals' post-consumption responses," Journal of Business Research, Elsevier, vol. 113(C), pages 422-435.
    8. Seigner, Benedikt David Christian & Milanov, Hana & Lundmark, Erik & Shepherd, Dean A., 2023. "Tweeting like Elon? Provocative language, new-venture status, and audience engagement on social media," Journal of Business Venturing, Elsevier, vol. 38(2).
    9. Wen, Xiaohan (Hannah) & Kim, Shinhye & Bowen, Melanie, 2023. "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success," Journal of Business Research, Elsevier, vol. 156(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dar:wpaper:84848. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dekanatssekretariat (email available below). General contact details of provider: https://edirc.repec.org/data/ivthdde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.