AI at Wharton


Emotion and Virality: What Makes Online Content Go Viral?

Gone Viral Social Media Concept

Why are certain pieces of online content more viral than others? The emergence of social media (e.g., Facebook and Twitter) has boosted interest in word-of-mouth and viral marketing. But while it is clear that consumers often share online content, and that social transmission influences product adoption and sales, less is known about why consumers share content or why certain content becomes viral.