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Just say no: negativity is secret of political tweet success, study finds

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April 13, 2021 at 11:02AM

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Want to go viral on Twitter? Steer clear of positive terms, Spanish researchers say

You’ve treated your Twitter followers to a pithy 280-character comment about the government’s latest gaffe – but what gives your tweet the fuel to spread like wildfire? It’s how negative the tweet is, say researchers, that raises its chances of going viral, at least in the political context.

Previous studies have suggested that the main factors affecting the virality of a tweet are user features (such as the number of followers), specific tweet features (number of URLs, hashtags and so on), and aspects of the tweet topic – but few have investigated the importance of a specific type of sentiment as an overarching link among these factors.

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