Keywords: Perceived effort
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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
... can influence sharing behavior. We also investigate the mediating roles of perceived effort and positive emotional reaction, as well as the moderating effect of visual content (i.e. photos). Design/methodology/approach Drawing upon the emotions as social information model, we conducted (1...
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