Keywords: Perceived emotional reaction
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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
... to the HE sector. Affective content Perceived effort Perceived emotional reaction Social media Communication strategy Virality Text analysis Higher education (HE) has become one of the world’s fastest-growing industries and is a significant part of the knowledge economy. The market size...
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