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2015 ; 65
(3
): 512-534
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English Wikipedia
Attracting Views and Going Viral: How Message Features and News-Sharing Channels
Affect Health News Diffusion
#MMPMID26441472
Kim HS
J Commun
2015[Jun]; 65
(3
): 512-534
PMID26441472
show ga
This study examined how intrinsic as well as perceived message features affect
the extent to which online health news stories prompt audience selections and
social retransmissions, and how news-sharing channels (e-mail vs. social media)
shape what goes viral. The study analyzed actual behavioral data on audience
viewing and sharing of New York Times health news articles, and associated
article content and context data. News articles with high informational utility
and positive sentiment invited more frequent selections and retransmissions.
Articles were also more frequently selected when they presented controversial,
emotionally evocative, and familiar content. Informational utility and novelty
had stronger positive associations with e-mail-specific virality, while emotional
evocativeness, content familiarity, and exemplification played a larger role in
triggering social media-based retransmissions.