berger-milkman-2012-what-makes-online-content-viral

What Makes Online Content Viral? 205
Appendix
CORRELATIONS BETWEEN PREDICTOR VARIABLES
Word Near Bulleted Middle
Emotion- Practical Count Complex- Author Author Top Top Right Sub- More Feature
ality Positivity Awe Anger Anxiety Sadness Utility Interest Surprise ¥ 10 –3 ity Fame Female Missing Feature Feature Column feature News Bar
Emotionality (1.00
Positivity (.04* (1.00
Awe –.02 (.02 (1.00
Anger (.04* –.16* –.21* (1.00
Anxiety (.03* –.18* –.11* (.50* (1.00
Sadness (.00 –.18* (.08* (.42* (.45* (1.00
Practical utility (.06* (.04* –.11* –.12* (.07* –.05* (1.00
Interest (.054* (.07* (.26* –.13* –.24* –.19* –.06* (1.00
Surprise –.10* –.04* (.24* –.01 (.00 (.05* –.05* (.18* (1.00
Word count ¥ 10 –3 (.06* .05* (.04* (.02 (.00 (.00 –.01 (.06* (.02* (1.00
Complexity (.05* –.05* –.04* (.10* (.13* (.05* (.01 –.11* (.04* –.06* (1.00
Author fame –.09* –.03* (.06* (.01 (.03* (.01 –.02 (.00 (.02 (.01 (.01 (1.00
Author female –.07* (.06* (.01 –.03* (.00 (.00 (.05* –.01 (.07* (.00 –.02* (.00 (1.00
Missing (.21* (.03* –.06* (.03* –.02 (.00 (.01 (.02 –.09* –.01 (.02* –.71* –.15* (1.00
Top feature (.01 –.02 –.03* (.06* (.06* (.05* (.02 –.03* –.02* (.28* (.01 (.00 –.02 (.01 (1.00
Near top feature –.01 –.06* –.02 (.15* (.07* (.07* –.03* –.05* (.01 (.27* (.06* (.06* –.01 –.05* (.27* (1.00
Right column (.16* (.05* (.04* (.00 –.02 –.02 (.05* (.06* –.02* (.05* –.01 –.03* –.02 (.16* (.02 –.04* (1.00
Bulleted subfeature (.00 –.02 –.05* (.09* (.08* (.06* (.04* –.05* –.04* (.07* (.03* (.03* (.01 –.04* (.12* (.12* –.03* (1.00
More news –.08* –.11* –.01 (.07* (.06* (.06* –.08* –.04* (.07* –.02 (.09* (.05* –.01 –.07* (.01 (.10* –.06* –.05* (1.00
Middle feature bar (.11* (.10* .06* –.06* –.06* –.05* (.00 (.10* (.04* (.16* –.06* –.13* (.00 (.13* (.02 –.05* (.07* –.04* –.08* (1.00
Bottom list (.03* (.15* .07* –.11* –.09* –.06* (.06* (.09* (.04* (.29* –.04* –.06* (.05* (.00 (.04* –.05* (.10* (.00 –.09* (.13*
*Significant at the 5% level.