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In pursuit of satisfaction and the prevention of embarrassment : affective state in group recommender systems
Peer reviewedPostprin
Measuring Emotional Contagion in Social Media
Social media are used as main discussion channels by millions of individuals
every day. The content individuals produce in daily social-media-based
micro-communications, and the emotions therein expressed, may impact the
emotional states of others. A recent experiment performed on Facebook
hypothesized that emotions spread online, even in absence of non-verbal cues
typical of in-person interactions, and that individuals are more likely to
adopt positive or negative emotions if these are over-expressed in their social
network. Experiments of this type, however, raise ethical concerns, as they
require massive-scale content manipulation with unknown consequences for the
individuals therein involved. Here, we study the dynamics of emotional
contagion using Twitter. Rather than manipulating content, we devise a null
model that discounts some confounding factors (including the effect of
emotional contagion). We measure the emotional valence of content the users are
exposed to before posting their own tweets. We determine that on average a
negative post follows an over-exposure to 4.34% more negative content than
baseline, while positive posts occur after an average over-exposure to 4.50%
more positive contents. We highlight the presence of a linear relationship
between the average emotional valence of the stimuli users are exposed to, and
that of the responses they produce. We also identify two different classes of
individuals: highly and scarcely susceptible to emotional contagion. Highly
susceptible users are significantly less inclined to adopt negative emotions
than the scarcely susceptible ones, but equally likely to adopt positive
emotions. In general, the likelihood of adopting positive emotions is much
greater than that of negative emotions.Comment: 10 pages, 5 figure
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