Prior to reading this post and the associated article, please complete the poll below.
The new study outlined in this article has several interesting findings some of which may sound surprising to the class… or maybe not. Researchers at Beihang University in China concluded the following: 1) Anger is the most viral emotion on the internet. 2) Friends and followers are far more likely to share angry sentiments than messages containing sadness, disgust or even joy. 3) Compared to sadness and disgust, joyful updates are more influential. 4) The more two users connected over social media, the more likely they were to reflect each other’s emotions. If you read this article and think the Chinese sample is not representative, then think again. These findings are consistent with the latest research conducted over the last 3 years or so. For example, the study conducted by Jonah Berger and Katherine L. Milkman of the Wharton Business School in 2010, in their report, “Social Transmission, Emotion, and the Virality of Online Content”.
- Were the research findings surprising to you? Why or Why not? View the poll results to see which emotion your classmates thought spread the fastest.
- Since emotional engagement is one of the key components of marketing success, how can content marketers put this information to use?
- Do you think content marketers can trigger anger to affect the brand positively?