`4. Berger & Milkman (2012): What makes online content viral?

Question 1

RQ

Answer 1

why are certain pieces of online content (e.g. ads, videos, news articles) more viral than others?

Question 2

data set

Answer 2

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

Question 3

results 3

Answer 3

the results indicate that positive content is more viral than negative content, but virality is also 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

Question 4

study 1: investigate

Answer 4

he virality of almost 7000 NYT articles and the most e-mailed list

Question 5

Study 1 result

Answer 5

more positive content is more viral, arousal is linked to virally

Question 6

Study 2: what they wanted to know?

Answer 6

how high-arousal emotions affect transmission

Question 7

study 2a what emotion?

Answer 7

amusemennt

Question 8

study 2a conditions 2

Answer 8

low-amusement condition: Jimmy Dean decides to hire a farmer as the new spokesperson for the company’s line of pork products
high-amusement condition: Jimmy Dean decides to hire a rabbi

Question 9

study 2a what participant had to do

Answer 9

participants read a script for a Jimmy Dean ad and were asked: how likely would you be to share this story about this recent advertising campaign?

Question 10

Study 2b: what emotion

Answer 10

anger (negative emotion)

Question 11

study 2b conditions and quastion

Answer 11

conditions: sorry about a music group traveling on United Airlines. They read the baggage handlers seemed not to care about the guitars and how United was unwilling (willing) to pay for the damages
DV: how likely would you be to share the customer service experience?

Question 12

study 2a/b Results

Answer 12

high-amusement or high-anger—> more arousal and more willingness to share
having a positive emotion is not enough: high arousal is also important for willingness to share

Question 13

Study 3 what

Answer 13

how deactivating emotions affect transmission

Question 14

study 3 results

Answer 14

when content evoked more of a low-arousal emotion (sadness), it was less likely to be shared
when a story evoked more sadness, it decreased arousal, which in turn decreased transmission

Question 15

happiness or excitement: which one leads to higher virality? —>

Answer 15

excitement, because it has higher arousal (the awe effect)

Question 16

why do we need arousal?

Answer 16

arousal is a state of mobilization—> call for action!

Question 17

implications for a marketer

Answer 17

positive emotions works better: as a marketer, this means you could benefit from highlighting positive news, benefits, or advancements related to your business/industry

Question 18

Share vs. click
results and why

Answer 18

positive emotions —> share
negative emotions —> click
research shows words with negative connotations leads to more clicks and opens
why? it can attract attention faster, leads to stronger reactions