Going viral: Individual-level predictors of viral behaviors in two types of campaigns.

This research note describes an exploratory study that examined what makes two types of campaigns go viral online. Using research in communication, persuasion, and emotional valence, we conducted a survey experiment that exposed viewers to persuasive videos and asked about sharing behaviors. Results demonstrated that personal relevance and cognitive elaboration on content are key predictors of viral sharing behaviors. In addition, both positive and negative emotions play a role, but in different circumstances. Overall, this study provides a framework for future scholars to examine the phenomenon of "virality." [ABSTRACT FROM AUTHOR]