Tugging at the heartstrings? : examining discrete emotion in nonprofit Twitter messages and its effect on pass along behavior (U Texas Austin)

A Doctor of Philosophy dissertation from the University of Texas at Austin: Tugging at the heartstrings? : examining discrete emotion in nonprofit Twitter messages and its effect on pass along behavior. “The inclusion of emotional content is important in message virality, however, only very limited research exists on the types of emotional content that is included in nonprofit Twitter messages. Therefore, relevant data and descriptive frameworks are essential to helping us understand how nonprofit organizations are using microblogging sites to engage with their target audiences. This research takes a first step in this regard to investigate the effect that emotion can have on pass along behavior. Using Social Sharing of Emotion (Rime Finkenauer, Luminet, Zech, and Philippot, 1998, Rime 2009) as the theoretical foundation, this dissertation specifically examines nonprofit usage of discrete emotion and its effect on pass along behavior.” In this case I admit I did not read the entire dissertation (it’s 150 pages) but I read enough that I wanted to share.

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