What Makes Online Content Viral?
What Makes Online Content Viral?
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DOI：
10.1509/jmr.10.0353
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发表时间：
2012-04-01
影响因子：
6.1
通讯作者：
Milkman, Katherine L.
中科院分区：
文献类型：
--
作者：
Berger, Jonah;Milkman, Katherine L.
为什么某些网络内容（例如广告、视频、新闻文章）比其他内容更具病毒性传播力呢？本文从心理学角度来理解传播。作者利用三个月内发表的所有《纽约时报》文章的独特数据集，研究了情感如何影响病毒式传播。结果表明，积极的内容比消极的内容更具病毒性传播力，但情感与社会传播之间的关系比仅仅的情感效价更为复杂。病毒性传播部分是由生理唤醒所驱动的。能唤起高唤醒度的积极（敬畏）或消极（愤怒或焦虑）情绪的内容更具病毒性传播力。能唤起低唤醒度或抑制性情绪（例如悲伤）的内容病毒性传播力较弱。即使作者控制了内容的新奇性、趣味性或实际有用性（所有这些都与病毒性传播力呈正相关）以及外部注意力驱动因素（例如内容的显著程度），这些结果仍然成立。实验结果进一步证明了特定情感对传播的因果影响，并表明它是由所引发的激活程度所驱动的。综上所述，这些发现阐明了人们为什么分享内容以及如何设计更有效的病毒式营销活动。
Why are certain pieces of online content (e.g., advertisements, videos, news articles) more viral than others? This article takes a psychological approach to understanding diffusion. Using a unique data set of all the New York Times articles published over a three-month period, the authors examine how emotion shapes virality. The results indicate that positive content is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence alone. Virality is partially driven by physiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes low-arousal, or deactivating, emotions (e.g., sadness) is less viral. These results hold even when the authors control for 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 was featured). Experimental results further demonstrate the causal impact of specific emotion on transmission and illustrate that it is driven by the level of activation induced. Taken together, these findings shed light on why people share content and how to design more effective viral marketing campaigns.