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Advances in Psychological Science    2020, Vol. 28 Issue (4) : 638-649     DOI: 10.3724/SP.J.1042.2020.00638
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The mechanism that make online content viral
LIU Wei(),LIU Yutong,LI Chunqing(),QI Penghu
School of Economics and Management, Northwest University, Xi’an, 710027, China
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Abstract  

Viral marketing refers to the marketing approach through which marketers generate online contents on social networks and attract consumers to share them and make them viral. The paper develops a literature review on the factors that make online contents viral, including content characteristics, psychological motives, emotional responses, situational factors and individual traits. The framework can provide theoretical guidance for brands and We Media to increase sharing rate of their online contents. Future studies should focus on exploring the influential mechanism of specific emotions on sharing intention, identifying more situational factors in the context of Chinese culture, measuring the performance of viral marketing, investigating psychological and behavioral consequences of viral marketing and adopting multiple methods.

Keywords online contents      viral marketing      sharing intention      forwarding     
ZTFLH:  B849  
  F713.55  
Corresponding Authors: Wei LIU,Chunqing LI     E-mail: liuwei_sem@nwu.edu.cn;lichunqing@nwu.edu.cn
Issue Date: 24 February 2020
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Wei LIU
Yutong LIU
Chunqing LI
Penghu QI
Cite this article:   
Wei LIU,Yutong LIU,Chunqing LI, et al. The mechanism that make online content viral[J]. Advances in Psychological Science, 2020, 28(4): 638-649.
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http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2020.00638     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2020/V28/I4/638
  
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