Arg, ledsen och överraskad: En empirisk studie om negativa emotioner och överrasknings effekt på delningsintentioner inom välgörenhetssektorn

Sammanfattning: In the recent years, social media platforms has seen immense growth and so the emergence of viral marketing. In a battle to stay relevant in a changing media landscape, it's critical that nonprofit organizations understand the importance the underlying mechanisms that drive viral marketing. In this study, our results empirically support that surprise in combination with negative emotions has a significant effect on the shareability of a non-profit video. Further, divergence is found to be a mediator of the relationship between surprise and shareability.