Keywords: Communication strategy
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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
... at: b.nguyen@exeter.ac.uk 05 02 2023 23 11 2023 01 02 2024 16 03 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Affective content Perceived effort Perceived emotional reaction Social media Communication strategy Virality...
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