Going viral: Individual-level predictors of viral behaviors in two types of campaigns

ABSTRACT

This research note describes an exploratory study that examined what makes two types of campaigns go viral online. Using research in communication, persuasion, and emotional valence, we conducted a survey experiment that exposed viewers to persuasive videos and asked about sharing behaviors. Results demonstrated that personal relevance and cognitive elaboration on content are key predictors of viral sharing behaviors. In addition, both positive and negative emotions play a role, but in different circumstances. Overall, this study provides a framework for future scholars to examine the phenomenon of “virality.”

KEYWORDS:

• Viral behavior
• virality
• health PSA
• political advertising
• ELM
• emotion

Notes

1. Transcripts available upon request. Videos can be viewed at https://vimeo.com/254907294(“Hey Charlie”) and https://www.youtube.com/watch?v=Zi6v4CYNSIQ (“Doors”).

Additional information

Notes on contributors

Lindsay H. Hoffman

Lindsay H. Hoffman is Associate Professor of Communication at the University of Delaware and the Associate Director of UD’s Center for Political Communication. All other authors (listed in alphabetical order) were senior Honors students of Dr. Hoffman’s in Spring 2019 at the University of Delaware.