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1、GoodFriends,BadNewsAffectandViralityinTwitterLarsKaiHansen1,AdamArvidsson2,Finn˚ArupNielsen1,ElanorColleoni3andMichaelEtter31DTUInformatics,TechnicalUniversityofDenmark,DK-2800Lyngby,Denmark,Email:lkh,fn@imm.dtu.dk2UniversityofMilan,viaConservatorioMilan,Italy,Email:adam.arvidsson@unimi
2、.it3CopenhagenBusinessSchool,DK-2000Frederiksberg,Email:elc.ikl,me.ikl@cbs.dkJanuary4,2011arXiv:1101.0510v1[cs.SI]3Jan20111AbstractThelinkbetweenaffect,definedasthecapacityforsentimentalarousalonthepartofamessage,andvirality,definedastheprobabilitythatitbesentalong,isofsignificanttheoretic
3、alandpracticalimportance,e.g.forviralmarketing.Aquanti-tativestudyofemailingofarticlesfromtheNYTimes(BergerandMilkman,2010)findsastronglinkbetweenpositiveaffectandvirality,and,basedonpsychologicaltheoriesitisconcludedthatthisrelationisuniversallyvalid.Theconclusionap-pearstobeincontrastw
4、ithclassictheoryofdiffusioninnewsmedia(GaltungandRuge,1965)emphasizingnegativeaffectaspromotingpropagation.InthispaperweexploretheapparentparadoxinaquantitativeanalysisofinformationdiffusiononTwitter.Twitterisinterestinginthiscontextasithasbeenshowntopresentboththecharacteristicssocialand
5、newsmedia(Kwaketal.,2010).ThebasicmeasureofviralityinTwitteristheprobabilityofretweet.Twitterisdifferentfromemailinthatretweetingdoesnotdependonpre-existingsocialrelations,butoftenoccuramongstrangers,thusinthisrespectTwittermaybemoresimilartotraditionalnewsmedia.Wethereforehypothesizeth
6、atnegativenewscontentismorelikelytoberetweeted,whilefornon-newstweetspositivesentimentssupportvirality.Totestthehypothesisweanalyzethreecorpora:AcompletesampleoftweetsabouttheCOP15climatesummit,arandomsampleoftweets,andageneraltextcorpusincludingnews.Thelatterallowsustotrainaclassifiert
7、hatcandistinguishtweetsthatcarrynewsandnon-newsinformation.Wepresentevidencethatnegativesen-timentenhancesviralityinthenewssegment,butnotinthenon-newssegment.WeconcludethattherelationbetweenaffectandviralityismorecomplexthanexpectedbasedonthefindingsofBergerandMilkman(2010),inshort’ify
