Keywords: Affective content
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See it, share it: what makes social media content viral in the higher education context? The power of positive affective content

Hsiao-Pei (Sophie) Yang, Tommy K. H. Chan, Hai-Anh Tran, Bach Nguyen, Han Lin
Journal: Information Technology & People
Information Technology & People (2025) 38 (4): 1948–1968.
https://doi.org/10.1108/ITP-02-2023-0126
Published: 17 May 2024
...Hsiao-Pei (Sophie) Yang; Tommy K. H. Chan; Hai-Anh Tran; Bach Nguyen; Han Lin Purpose This research examines how universities enhance the virality of their social media messages among students. Specifically, we explore whether and how positive affective content in universities’ social media posts...
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