*Corresponding author:Guiping Zhang, Department of psychology, Sun Yat- sen university, China
*Corresponding author:Xinyue Zhou, School of Management, Zhejiang University, China
Received: July 23, 2018; Published: August 03, 2018
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This research targeted to investigate the role of emotion in Chinese Social Transmission through an empirical study. Using a unique data set of the Southern Weekly (one of the most famous political media in China) articles published over an 87-days period, we tried to explore the influence of specific emotional attributes on viral forwarding of online content. The results indicate that, although positive emotions generally promote communication, the relationship between emotion and social transmission is more complex than valence alone. Among the 28 emotions common to all Chinese, only 2 emotions (including positive admiration and negative hate/dislike) significantly inhibited transmission. Using special model like the zero-inflated negative binomial (ZINB) regression, the specific emotion (i.e., hate/dislike) can help to distinguish different generating processes for zero-repost articles which are difficult to inform. Taking together, these findings shed light on emotions can predict the virus transmission characteristics of online content under the information control environment.
Keywords: Chinese Netizen; Viral Transmission; Online Content; Emotion Attribute; Regime of Information Control