This article provides a comprehensive investigation on the relations between virality of news articles and the emotions they are found to evoke. Virality, in our view, is a phenomenon with many facets, i.e. under this generic term several different effects of persuasive communication are comprised. By exploiting a high-coverage and bilingual corpus of documents containing metrics of their spread on social networks as well as a massive affective annotation provided by readers, we present a thorough analysis of the interplay between evoked emotions and viral facets. We highlight and discuss our findings in light of a cross-lingual approach: while we discover differences in evoked emotions and corresponding viral effects, we provide preliminary evidence of a generalized explanatory model rooted in the deep structure of emotions: the Valence-Arousal-Dominance (VAD) circumplex. We find that viral facets appear to be consistently affected by particular VAD configurations, and these configurations indicate a clear connection with distinct phenomena underlying persuasive communication.
@cite_27 , the authors focused on the role of emotions in the context of word-of-mouth marketing, using a dataset of Google+ posts: their analyses show consistency with @cite_0 , with increase in linked to higher likelihood of reshares, while the opposite trend holds for . @cite_17 looked at diffusion patterns on the very popular chinese platform Weibo, which shares many features with Twitter, and again found a similar result: angry posts appear to spread at a significantly faster rate, while sad posts do so at a significant lower rate.
@cite_0 @cite_27 @cite_17
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We present measurements and analysis of censorship on Weibo, a popular microblogging site in China. Since we were limited in the rate at which we could download posts, we identified users likely to participate in sensitive topics and recursively followed their social contacts. We also leveraged new natural language processing techniques to pick out trending topics despite the use of neologisms, named entities, and informal language usage in Chinese social media. We found that Weibo dynamically adapts to the changing interests of its users through multiple layers of filtering. The filtering includes both retroactively searching posts by keyword or repost links to delete them, and rejecting posts as they are posted. The trend of sensitive topics is short-lived, suggesting that the censorship is effective in stopping the "viral" spread of sensitive issues. We also give evidence that sensitive topics in Weibo only scarcely propagate beyond a core of sensitive posters. An overwhelming number of news articles are available every day via the internet. Unfortunately, it is impossible for us to peruse more than a handful; furthermore it is difficult to ascertain an articles social context, i.e., is it popular, what sorts of people are reading it, etc. In this paper, we develop a system to address this problem in the restricted domain of political news by harnessing implicit and explicit contextual information from the blogosphere. Specifically, we track thousands of blogs and the news articles they cite, collapsing news articles that have highly overlapping content. We then tag each article with the number of blogs citing it, the political orientation of those blogs, and the level of emotional charge expressed in the blog posts that link to the news article. We summarize and present the results to the user via a novel visualization which displays this contextual information; the user can then find the most popular articles, the articles most cited by liberals, the articles most emotionally discussed in the political blogosphere, etc. Marketing practitioners and theorists routinely cite the power of the personal referral on customer behaviour. However, relatively few companies have tried to harness the power of word of mouth (WOM). Scholars have been pondering WOM over 2400 years, although modern marketing research into WOM started only relatively recently, in the post-war 1940s. WOM can be characterized by valence, focus, timing, solicitation and degree of management intervention. Most recent WOM research has been conducted from a customer-to-customer perspective, even though WOM is found in other contexts such as influence, employee and recruitment markets. Marketing research into WOM has attempted to answer two questions. What are the antecedents of WOM? What are the consequences of WOM? This paper integrates that research into a contingency model and attempts to identify researchable gaps in our knowledge.