The Science of Emotions and Virality on Social Media
A recent study examines how emotions play into social media sharing and how these emotions elicit different reactions from audiences.
Users share a great deal of content online largely because their sharing habits are driven by emotion. Marketers have known this for some time, and many attempt to make viral content by playing to the emotions of media consumers. A recent study examines which emotions impact sharing, and how different emotions can elicit different reactions from the audience.
The study, Deep Feelings: A Massive Cross-Lingual Study on the Relation between Emotions and Virality, was conducted by Marco Guerini at Trento Rise in Italy, and Jacopo Staiano at Sorbonne Université in Paris.
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