what.makes.content.viral

8/18/2019 What.makes.content.viral

1/17

J=* M*


2/17

LNCF CM JIMCNCP IL HNCP) H N MJCC GINCIHM CNPIEM (.., HL, MHMM, Q) N QNL CN CM CFSML. IH, Q RJLCGHNFFS GHCJOFN N MJCCGINCIH PIE S IHNHN NI CLNFS NMN N OMF CGJNI LIOMF IH MICF NLHMGCMMCIH.

CM LML GEM MPLF CGJILNHN IHNLCONCIHM. #CLMN,LML IH QIL I GION H PCLF GLENCH has foc!sedon is impac (i.e., on diff!sion and sales; Godes and Ma%-&lin 2004, 2009; Goldenberg e al. 2009). Ho#e"er, here has

been less aenion o is ca!ses or #ha dri"es people o shareconen #ih ohers and #ha %pe of conen is more likel%o be shared. B% combining a large-scale e$aminaion of realransmission in he field #ih ighl% conrolled e$perimens,#e boh demonsrae characerisics of "iral online conenand shed ligh on he !nderl%ing JLIMMM NN LCP JIJFNI ML. IH, IOL CHCHM JLIPC CHMCN CHNI IQ NIMCH MOMMOF PCLF GLENCH GJCHM. IL I GIONH MICF GC L PCQ M JL H GIL NCPNH NLCNCIHF GC, ON NCL ONCFCNS CHM IH JIJFNLHMGCNNCH IHNHN NN FJM N LH. & HI IH MLM IGJHS_M IHNHN IL C IHMOGLM ML IHNHN NN JIL-NLSM N IGJHS HNCPFS, N HCN I MICF NLHMGCM-MCIH CM FIMN. IHMKOHNFS, OHLMNHCH QN LCPM JI-JF NI ML H FJ ILHCTNCIHM H JIFCS GELM PICIHMOGL EFM H LN IHNCIOM IHNHN.

CNEN CHA#ACE#I$IC$ AND $CIAL#AN$MI$$IN

H LMIH JIJF GS ML MNILCM, HQM, H CHILG-NCIH CM OM NS IHNCH OMOF CHILGNCIH. IOJIHM ILLNCFM ION II LMNOLHNM FJ JIJF MP GIHS HN NNL. IHMOGLM GS ML MO JLNCFFS OMOFIHNHN IL FNLOCMNC LMIHM (.., NI FJ INLM) IL IL MF-HHGHN JOLJIMM (.., NI JJL EHIQFF, MIDHCEC H IM 2008). LNCFFS OMOF IHNHN FMI MMICF RH PFO (IGHM 1958), H JIJF GS ML

CN NI HLN LCJLICNS (#L, CLMNCL, H CF 1998)."GINCIHF MJNM I IHNHN GS FMI N QNL CN CMML (N, BFF, H NLHL 2001). IJF LJILN CM-OMMCH GHS I NCL GINCIHF RJLCHM QCN INLM,H OMNIGLM LJILN LNL QIL I GION N N RNLGMI MNCMNCIH (C.., CFS MNCMC IL CFS CMMNCMC;AHLMIH 1998). IJF GS ML GINCIHFFS L IH-NHN NI GE MHM I NCL RJLCHM, LO CMMIHH, ILJH MICF IHHNCIHM (#MNCHL, CEH, H NL1956; NLM H MCG 2007; CG N F. 1991).

E@


3/17

@ " $ C;@@ >? 3

GMOLCH N NCPNCIH NS CHO, Q NMN IOL SJIN-MCM NN IHNHN NN PIEM C-LIOMF GINCIH CM GILFCEFS NI ML.

$&D 1: A FIELD $&D F EMIN$ AND'I#ALI

OL CLMN MNOS CHPMNCNM QN NSJM I N ;LNCFM L CFS ML. N ; IPLM QC LH I NIJCM (.., QILF HQM, MJILNM, NLPF), HCNM LNCFM L ML QCN GCR I LCHM (42%), LFNCPM(40%), IFFOM (10%), H INLM (7%),1 GECH CN HCF PHO IL RGCHCH N FCHE NQH IHNHN L-NLCMNCM H PCLFCNS. N ; IHNCHOFFSLJILNM QC LNCFM LIG CNM QMCN P H N GIMN-GCF CH N JMN 24 IOLM, H Q RGCH IQ (1) HLNCF_M PFH H (2) N RNHN NI QC CN PIEM PLC-IOM MJCC GINCIHM (.., HL IL MHMM) N QNLCN GEM N N ;_ GIMN -GCF FCMN.

NCP GINCIHM P H GO NNL CMNCHOCMLIG IH HINL NH JIMCNCP GINCIHM (FNHL HLHL 2010). IHMKOHNFS, QH IHMCLCH MJCCGINCIHM, IOL LCPF HFSMCM IOMM IH HNCP GI-

NCIHM OM NS L MNLCNILQL NI CLHNCN HFMMCS. AHL, HRCNS, H MHMM L INH MLC MMC, IL OHCPLMF, GINCIHM ("EGH, #LCMH, H "FFMQILN1982), H IH N MCM I IOL JLPCIOM NILCTCH IONNCPNCIH, Q JLCN NN HNCP GINCIHM LNLCTS NCPNCIH (C.., HL H HRCNS) QCFF JIMCNCPFS FCHENI PCLFCNS, QCF HNCP GINCIHM LNLCT S NC-PNCIH (C.., MHMM) QCFF HNCPFS FCHE NI PCLFCNS.

FMI RGCH QNL Q, C-LIOMF JIMCNCPGINCIH, CM FCHE NI PCLFCNS. AQ CM LNLCT S FCHI GCLNCIH H FPNCIH CH N I MIGNCH LNLNH IHMF (.., HQ MCHNCC CMIPLS, MIGIH IPL-IGCH PLMCNS; M FNHL H CN 2003). &N CM HL-N S MNCGOFC NN IJH N GCH NI OHIHMCL JIMMCCF-

CNCM, H N LIOMF CN CHOM GS JLIGIN NLHMGCMMCIH.&GJILNHNFS, IOL GJCLCF HFSMM IHNLIF IL MPLF

JINHNCFFS IHIOHCH PLCFM. #CLMN, M Q HIN JLPC-IOMFS, JLNCFFS OMOF IHNHN GS GIL PCLF OMCN JLIPCM CHILGNCIH. F-JLMHNNCIH GINCPM FMIMJ NLHMGCMMCIH (IDHCEC H IM 2008), H JIJFGS ML CHNLMNCH IL MOLJLCMCH IHNHN OM CN CMHNLNCHCH H LFNM JIMCNCPFS IH NG (C.., MOMNMNN NS EHIQ CHNLMNCH IL HNLNCHCH NCHM). IHM-KOHNFS, Q IHNLIF IL NM NILM NI RGCH N FCHENQH GINCIH H PCLFCNS SIH NG (NIO NCLLFNCIHMCJM QCN PCLFCNS GS I CHNLMN NI MIG MIF-LM H JLNCNCIHLM).

IH, IOL HFSMM FMI IHNLIF IL NCHM SIH N

IHNHN CNMF. ALNCFM NN JJL IH N LIHN J I NHQMJJL IL MJH GIL NCG CH JLIGCHHN JIMCNCIHM IHN N ;_ IG J GS LCP GIL NNHNCIHH NOM GHCFFS P NNL H I GECH NGIMN -GCF FCMN. IHMKOHNFS, Q IHNLIF IL NM HINL JINHNCF RNLHF LCPLM I NNHNCIH.2 &HFOCH NMIHNLIFM FMI HFM OM NI IGJL N LFNCP CGJN I

JFGHN PLMOM IHNHN LNLCMNCM CH MJCH PCLFCNS.CF CH PCFS PLNCM, IL CH NCM M JLIGCHHNFSNOL, MIOF FCEFS CHLM N H IHNHN GEMN GIMN -GCF FCMN, Q RGCH QNL IHNHN L-NLCMNCM (.., QNL H LNCF CM JIMCNCP IL Q-CHMJCLCH)L I MCGCFL CGJILNH.

D*


4/17

HMM, MOLJLCM, JLNCF ONCFCNS, H CHNLMN), MJLNLIOJ I NL CHJHHN LNLM LN LNCF IH CP-JICHN CELN MF ILCH NI N RNHN NI QC CNQM LNLCT S N IHMNLON CH KOMNCIH (1 = ]HIN NFF,^ H 5 = ]RNLGFS^). P LNLM E IH NCLICH I NMN MN I LNCFM OHNCF CN QM FL NN NSOHLMNII N LFPHN IHMNLON. &HNLLNL LFCCFCNS QMC IH FF CGHMCIHM (FF _M > .70), CHCNCH NN IH-

NHN NHM NI PIE MCGCFL GINCIHM LIMM JIJF. PL MILM LIMM ILM H MNHLCT NG (ILMGJF LNCFM NN MIL CFS IH N CLHN CGH-MCIHM, M F 1; IL MOGGLS MNNCMNCM, M F 2; HIL ILLFNCIHM NQH PLCFM, M N AJJHCR). MMCH FF OHI LNCFM MIL I TLI IH CGH-MCIH NL MNHLCTNCIH (C.., Q MMCH OHI LNCFMN GH PFO), H Q CHFO OGGS CH LLMMCIHHFSMM NI IHNLIF IL OHI MNILCM (IL CMOMMCIH I NCM MNHL CGJONNCIH GNIIFIS, M IH HIH 1983). CM HF OM NI OM N OFF MN I LNCFMIFFN NI HFST N LFNCIHMCJ NQH INL IHNHNLNLCMNCM (NN C HIN LKOCL GHOF ICH) HPCLFCNS. MCH IHFS N I MOMN I LNCFM JLIPCMMCGCFL LMOFNM.

A


5/17

@ " $ C;@@ >? 5

I CNM MEQ, Q OM N FILCNG I NCM PLCF M IH-NLIF CH IOL HFSMM. FMI IHNLIF IL PLCFM NN GCNIN CHFOH NLHMGCMMCIH H N FCEFCII NN H LNC-F JIMMMMM LNCH LNLCMNCM (.., PIEM HL).


6/17

6 J$a! $f "a&ei#g &e'ea&Ch, a ; >@

fA> 1

h$"e age !$Cai$# C!a''ifiCai$#'

!"#$%

'()*+,

-(./ 0/12

-"33)/ 4/5%*./ 65.

6(7(+ 8"2%

9(: 4/5%*./

0/5. 9(:

4/5%*./6*))/%/3

;*


7/17

@ " $ C;@@ >? 7

/ 4

a# a&iC!eG' !ie!ih$$D $f "ai#g he NEW YORK TIMES’ "$' e-"ai!eD !i' a' a f#Ci$# $f i' C$#e#

Cha&aCe&i'iC'

$,, I,= I,= $,


8/17

8 J$a! $f "a&ei#g &e'ea&Ch, a ; >@

NCM GIL IHMLPNCP NMN I IOL SJINMCM MOMNM NNN IMLP LFNCIHMCJM NQH GINCIH H PCLFCNS IFHIN IHFS LIMM NIJCM ON FMI QCNCH NG. "PH GIHIJCHCIH IL FN LNCFM, IL RGJF, Q-CHMJCLCH LNC-FM L GIL PCLF.

#CHFFS, IOL LMOFNM LGCH GHCHOFFS OHH CHNLGM I GHCNO H MCHCCH C Q JLILG IMN I INL LIOMNHMM EM, CHFOCH HFSTCH IHFS N 2566H-I LNCFM (F 4, IF 6), LGIPCH S CRNM, H OMCH FNLHN QSM I KOHNCSCH GINCIH(IL GIL LIOMNHMM EM H HFSMM OMCH LNCF LHEIL NCG IH N GIMN -GCF FCMN M FNLHN JHHNGMOLM, M N AJJHCR N QQQ.GLENCHJIQL.IG/ DGLQJJHCR). M LMOFNM CHCN NN NIMLP LMOFNM L HIN H LNCN I N JLNCOFL LLM-MCIH MJCCNCIHM Q LFS IH CH IOL JLCGLS HFSMM.

D;,=;;

AHFSMCM I GIL NH NL GIHNM I N ;LNCFM MM FCN IH QN NSJM I IHFCH IHNHN IGPCLF H QS. IHNLCONCH NI N N IH QNL JIMC-NCP IL HNCP IHNHN CM GIL FCEFS NI ML, IOL

LMOFNM GIHMNLN NN GIL JIMCNCP IHNHN CM GIL PCLF.&GJILNHNFS, IQPL, IOL CHCHM FMI LPF NN PCLFCNSCM LCPH S GIL NH DOMN PFH. HMM, HL, HHRCNS L FF HNCP GINCIHM, ON QCF ML IHNHNCM FMM PCLF, IHNHN NN PIEM GIL HRCNS IL HL CMNOFFS GIL PCLF. M CHCHM L IHMCMNHN QCN IOLSJINMCM ION IQ LIOMF MJM MICF NLHMGCMMCIH.IMCNCP H HNCP GINCIHM LNLCT S NCPNCIHIL LIOMF (C.., Q, HRCNS, H HL) L JIMCNCPFSFCHE NI PCLFCNS, QCF GINCIHM LNLCT S NCP-NCIH (C.., MHMM) L HNCPFS FCHE NI PCLFCNS.

IL LIFS, IOL LMOFNM MOMN NN QCF RNLHFLCPLM I NNHNCIH (.., CH JLIGCHHNFS NOL) MJQN IGM PCLF, IHNHN LNLCMNCM L I MCGCFL

CGJILNH (M #COL 2). #IL RGJF, IH-MNHL-PCNCIH CHLM CH N GIOHN I HL H LNCF PIEMCHLMM N IM NN CN QCFF GE N GIMN -GCF FCMNS 34% (F 4, IF 4). CM CHLM CM KOCPFHN NIMJHCH H CNCIHF 2.9 IOLM M N F MNILS IH N N ; QMCN, QC CM HLFS IOL NCGM NPL HOGL I IOLM LNCFM MJH CH NN JIMCNCIH.CGCFLFS, IH-MNHL-PCNCIH CHLM CH Q CHLMMN IM I GECH N GIMN -GCF FCMN S 30%.

M CF LMOFNM L IHMCMNHN QCN N HINCIH NN NC-PNCIH LCPM MICF NLHMGCMMCIH. I GIL CLNFS NMN NJLIMM CH IOL MJCC GINCIHM CHCHM, Q NOLH NIN FILNILS.

$&D 2: H HIGH-A#&$AL EMIN$ AFFEC #AN$MI$$IN

OL RJLCGHNM NL GCH IFM. #CLMN, Q QHNNI CLNFS NMN N OMF CGJN I MJCC GINCIHM IHMLCH. CF MNOS CFFOMNLNM NN IHNHN NN PIEMNCPNCH GINCIHM CM GIL FCEFS NI PCLF, ON S GHCJ-OFNCH MJCC GINCIHM CH GIL IHNLIFF MNNCH, QH GIL FHFS RGCH IQ NS N NLHMGCMMCIH.IH, Q QHN NI NMN N SJINMCT GHCMGCH NM NM\HGFS, QNL N LIOMF CHOS IHNHN LCPM NLHMGCMMCIH. CL, QCF N N ; JLIPC LI IGCH NI MNOS NLHMGCMMCIH, Q

QHN NI NMN QNL IOL CHCHM QIOF HLFCT NIINL GLENCH IHNHN.

ME JLNCCJHNM IQ FCEFS NS QIOF NI ML MNILS ION LHN PLNCMCH GJCH (NOS 2) IL

OMNIGL MLPC RJLCH (NOS 2) H GHCJOFNQNL N MNILS CH KOMNCIH PIE GIL IL FMM I MJ-CC GINCIH (GOMGHN CH NOS 2 H HL CH NOS2). I NMN N HLFCTCFCNS I N NM, Q RGCHIQ IN JIMCNCP (GOMGHN, NOS 2) H HNCP(HL, NOS 2) C-LIOMF GINCIHM LNLCT CHFO-H NLHMGCMMCIH. & LIOMF CHLMM MLCH, IHNHN NNPIEM GIL I H NCPNCH GINCIH (GOMGHN IL HL)MIOF GIL FCEFS NI ML. #CHFFS, Q GMOLRJLCH NCPNCIH NI NMN QNL CN LCPM N N I GINCIH IH MLCH.

$


9/17

@ " $ C;@@ >? 9

NS QIOF NI ML CN QCN INLM (1 = ]HIN N FF FCEFS,^H 7 = ]RNLGFS FCEFS^).

LNCCJHNM FMI LN NCL FPF I LIOMF OMCH NLMPH-JICHN MFM (]IQ I SIO F LCN HIQ?^ FMQL HIL N ]PLS JMMCP/PLS NCP,^ ]PLS GFFIQ/PLS CL OJ,^ H ]PLS FIQ HLS/PLS C HLS^: =82; Q JN NCM GMOL LIG BLL 2011 H PL- N LMJIHMM NI ILG H NCPNCIH CHR).

#;=


10/17

10 J$a! $f "a&ei#g &e'ea&Ch, a ; >@

LPLM. #CLMN, JLNCCJHNM QL ;; FCEFS NI ML N MNILSC NS QL CH N C-MHMM IHCNCIH ( = 2.39) MIJJIM NI N FIQ-MHMM IHCNCIH ( = 3.80; #(1, 46) =10.78, < .005). IH, N LMOFNM QL MCGCFL IL LIOMF;N C-MHMM IHCNCIH ( = 2.75) PIE FMM LIOMFNH N FIQ-MHMM IHCNCIH ( = 3.89; #(1, 46) = 10.29, < .005). CL, M Q SJINMCT, NCM LM CH LIOMFGCN N N I IHCNCIH IH MLCH. IHCNCIH QMFCHE NI LIOMF (

CMHMM= [.57, " = .18; N(46) =

[3.21, < .005); LIOMF QM FCHE NI MLCH (NCPNCIH =.67, " = .15, N(46) = 4.52, < .001); H QH Q CHFOIN MHMM IHCNCIH H LIOMF CH LLMMCIH JLCN-CH MLCH, LIOMF GCN N N I MHMM IH NLHM-GCMMCIH (IF T = [2.32, < .05).

D;,=;;

LMOFNM I NOS 3 OLNL OHLMIL N LIF I LIOMF CH MICF NLHMGCMMCIH. IHMCMNHN QCN N CHCHMI IOL CF MNOS, QH IHNHN PIE GIL I FIQ-LIOMF GINCIH, CN QM FMM FCEFS NI ML. #OLNL-GIL, NM NM QL CH LCPH S LIOMF. H MNILS PIE GIL MHMM, CN LM LIOMF, QC CH

NOLH LM NLHMGCMMCIH. CHCH NN N N I MJCC GINCIH CHNHMCNS IH NLHMGCMMCIH LPLM QHN GINCIH QM NCPNCH JLIPCM PH MNLIHL PC-H IL IOL NILNCF JLMJNCP. CF CN IOF LO NN IHNHN PIECH GIL GINCIH CM GIL CHNLMN-CH IL HCH (H, CH, JLNMN LMOFNM MOMN NN NCMCM N M CH NCM RJLCGHN), NM LMOFNM MIQ NN MOCHLM GINCIH GS NOFFS LM NLHMGCMMCIH C NMJCC GINCIH PIE CM LNLCT S NCPNCIH.

GENE#AL DI$C&$$IN

GLH I MICF GC (.., #IIE, QCNNL)M IIMN CHNLMN CH QIL I GION H PCLF GLENCH.&N CM FL NN IHMOGLM INH ML IHFCH IHNHN H NN

MICF NLHMGCMMCIH CHFOHM JLION IJNCIH H MFM,ON FMM CM EHIQH ION QS IHMOGLM ML IHNHN ILQS LNCH IHNHN IGM PCLF. #OLNLGIL, FNIOCOMCIH LML M RGCH IQ LNCH JIJF (..,MICF OM, CHFOHNCFM) H MICF HNQILE MNLONOLMGCN CHFOH MICF NLHMGCMMCIH, ON FMM NNHNCIH MH CPH NI IQ LNLCMNCM I IHNHN NN MJLLIMM MICF NCM GCN MJ IFFNCP IONIGM.

OLLHN LML NEM GOFNCGNI JJLI NIMNOSCH PCLFCNS. BS IGCHCH LI HFSMCM I PCLFCNSCH N CF QCN MLCM I IHNLIFF FILNILS RJLC-GHNM, Q IOGHN LNLCMNCM I PCLF IHNHN QCFFMI MCH FCN IH QN LCPM MICF NLHMGCMMCIH.

OL CHCHM GE MPLF IHNLCONCIHM NI N RCMNCH

FCNLNOL. #CLMN, NS CHILG N IHICH N IONQNL JIJF NH NI ML JIMCNCP IL HNCP IHNHN.CF IGGIH QCMIG MOMNM NN JIJF NH NI JMMFIH HNCP HQM GIL NH JIMCNCP HQM, IOL LMOFNMCHCN NN JIMCNCP HQM CM NOFFS GIL PCLF. #OLNL-GIL, S RGCHCH N OFF ILJOM I N ; IH-NHN (C.., FF LNCFM PCFF), Q NLGCH NN JIMCNCPIHNHN CM GIL FCEFS NI CFS ML, PH NL QIHNLIF IL IQ LKOHNFS CN IOLM.

IH, IOL LMOFNM CFFOMNLN NN N LFNCIHMCJ NQHGINCIH H PCLFCNS CM GIL IGJFR NH PFH FIHH NN LIOMF LCPM MICF NLHMGCMMCIH. IHMCMNHN QCN

IOL NILCTCH, IHFCH IHNHN NN PIE C-LIOMFGINCIHM QM GIL PCLF, LLFMM I QNL NIM GI-NCIHM QL I JIMCNCP (C.., Q) IL HNCP (C.., HL ILHRCNS) HNOL. HFCH IHNHN NN PIE GIL I -NCPNCH GINCIH (C.., MHMM), IQPL, QM NOFFS FMMFCEFS NI PCLF. "RJLCGHNFFS GHCJOFNCH MJCCGINCIHM CH IHNLIFF HPCLIHGHN IHCLGM N SJIN-MCT OMF LFNCIHMCJ NQH NCPNCIH H MICF

NLHMGCMMCIH. H GLENCH IHNHN PIE GIL I MJ-CC GINCIHM LNLCT S LIOMF (C.., GOMGHN CHNOS 2 IL HL CH NOS 2), CN QM GIL FCEFS NI ML, ON QH CN PIE MJCC GINCIH LNLCTS NCPNCIH (C.., MHMM CH NOS 3), CN QM FMM FCEFS NI ML. &H CNCIH, NM NM QL GCN S LIOMF,OLNL OHLMILCH CNM CGJN IH MICF NLHMGCMMCIH.

!GIHMNLNCH NM LFNCIHMCJM CH IN N FILNILSH N CF, M QFF M LIMM FL H CPLM IS I IHNHN, OHLMILM NCL HLFCNS. #OLNLGIL, FNIOHIN IOM I IOL HFSMCM, IOL CF MNOS FMI M NI NFCNLNOL S GIHMNLNCH NN GIL JLNCFFS OMOF,CHNLMNCH, H MOLJLCMCH IHNHN CM GIL PCLF. #CHFFS, NHNOLFCMNC MNNCH FFIQM OM NI GMOL N LFNCP CGJIL-

NH I IHNHN LNLCMNCM H RNLHF LCPLM I NNH-NCIH CH MJCH PCLFCNS. CF CH NOL JLIGCHHNFS,IL RGJF, CHLMM N FCEFCII NN IHNHN QCFF CFS ML, IOL LMOFNM MOMN NN IHNHN LNLCM-NCM L I MCGCFL CGJILNH.


11/17

@ " $ C;@@ >? 11

&N CM FMI QILNQCF NI IHMCL NM CHCHM CH LFNCIHNI FCNLNOL IH LNLCMNCM I NCP PLNCMCH. 'OMNM LNCH LNLCMNCM I PLNCMGHNM GS GE NGGIL NCP, LNCH LNLCMNCM I IHNHN GS GECN GIL FCEFS NI ML. CF NL CM FCEFS MIG IPL-FJ CH NM NILM (.., LNCP PLNCMGHNM L GILNCP IFHL, TOLMES, H IFIGIH 1999 HL FCEFS ML GIL), NL GS FMI MIG CGJILNHNCLHM. #IL RGJF, QCF HNCP GINCIHM GS OLNLH H JLION NNCNOM ("FF H BOLE 1987), QP MIQH NN MIG HNCP GINCIHM H NOFFSCHLM MICF NLHMGCMMCIH.

D,


12/17

12 J$a! $f "a&ei#g &e'ea&Ch, a ; >@

LHN LML M MN ION IH CNM PFO (BEMS N F.2011; NNM 2007) H MOMNM NN CN CM L LIG IMN -NCP. NL NH NLNCH ]MJCF^ JIJF, N OLLHNLML MOMNM NN CN GS GIL HCCF NI IOM IHLNCH IHNCIOM IHNHN. BS IHMCLCH IQ JMSI-FICF JLIMMM MJ MICF NLHMGCMMCIH, CN CM JIMMCF NICH JL CHMCN CHNI IFFNCP IONIGM, MO M QNIGM PCLF.

"#"""AFFMIJ, ! ., BLS . BMMNN, H 'GM A. IMECHM (2007),

]IL-I-ION ML: LCHCJFM H AJJFCNCIHM,^ J=-* A>


13/17

@ " $ C;@@ >? 13

LIHC, LCMNCH (2009), ]CN CI, LPFL #CNM BE,^ N ;, (NIL 28).

H, BI H CFFCH (2008), ]JCHCIH CHCH H HNCGHNAHFSMCM,^ F=*


14/17

14 J$a! $f "a&ei#g &e'ea&Ch, a ; >@

a < < 2 : 1 6

C $ & & e ! a ( i $ # ' B e ( + e e # % & e D i C ( $ & * a & i a B ! e

'

( 7 :

N . * :

B =

4 4 . < .

M 2 4 .

E 5 7 < 2 7 6 -

! : * , < 2 , * 4

C 7 = 6 < C 7 5 8 4 . @ - A = < 7 : A

= < 7 :

% 7 8

% 7 8

# 2 <

$ = + -

M 7 : .

F . * 2


15/17

D*


16/17

;_ IG J, ON LLM GOMN NH FCE IH FCHE NIM N LMN I N GIMN -GCF FCMN (LNCFM 11[25). CMMOMNM NN CN GS CHJJLIJLCN NI MMOG NN NMG GIF JLCNM JLILGH LIG LHE 11[25 M LHE1[10. IH, HS GIF MMOGCH KOF MJCH NQHLHE NILCM CM JLIFGNC OM N CLH CHPCLFCNS NQH MNILCM LHE 22 H 23 GS PLS MGFFIGJL QCN N CLH CH PCLFCNS NQH MNILCMLHE 4 H 5, NOM LOCH N M I CHNLJLNNCIH I HS LMOFNM CHPIFPCH LHE M H IONIG PLCF. NMC, OMCH H ILL FICN GIF H ICH LNCFM NNHPL GE N GIMN -GCF FCMN M LHCH LHE I 26(FPCH NM LNCFM ION I N HFSMCM CHNLIOM C-NCIHF MFNCIH JLIFGM), Q CH HLFS CHNCF LMOFNMNI IOL JLCGLS HFSMM JLMHN CH F 5 (F A3).

AHINL KOMNCIH CM JLMCMNH, IL IQ FIH LNCFM IH-NCHO NI ML. CM CM H CHNLMNCH CMMO, ON OHILNO-HNFS CN HHIN MCFS LMM QCN IOL N. I HINP CHILGNCIH ION QH LNCFM QL ML IPLNCG, IHFS IQ FIH NS MJHN IH N GIMN -GCF FCMN.AHFSTCH NCG MJHN IH N GIMN -GCF FCMN MIQM NNIN GIL N-FH H GIL CHNLMNCH IHNHN MJHMFIHL IH N FCMN (F A3). IQPL, NCM FNLHNCP ION-IG PLCF FMI M MPLF JLIFGM. #CLMN, NL CM MFNCIH JLIFG: HFS LNCFM NN GE N GIMN -GCF FCMN P H IJJILNOHCNS NI MJH NCG IH N FCMN.CM IN LMNLCNM N HOGL I LNCFM PCFF ILHFSMCM H HMOLM NN FF LNCFM MNOC IHNCH CFSPCLF IHNHN. IH, M Q CMOMM JLPCIOMFS, LNCFMNN GE N GIMN -GCF FCMN LCP CLHN GIOHNMI CNCIHF ]PLNCMCH^ IH N N ; IGJ, JHCH IH QN LHE NS CP (NIJ NH LNCFML CMJFS JLIGCHHNFS). IHMKOHNFS, FNIO CN CM C-COFN NI CHL NII GO LIG NM HCFFLS LMOFNM, NSCFCN H IJJILNOHCNS IL OLNL LML.

A


17/17

@ " $ C;@@ >? a3

/ a3

a# a&iC!eG' highe' &a# a#D !$#gei $# he NEW

YORK TIMES’ "$' e-"ai!eD !i' a' a f#Ci$# $f i'

C$#e# Cha&aCe&i'iC'

H;< #* H=; L;

what.makes.content.viral

Documents