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Browse Archives by Author: McDuff, Daniel
The Science Behind a Smile and a Social Media Share
[3/1/2022]
Daniel McDuff, PhD and Jonah Berger, PhD
The benefits of earned media–or zero-cost advertising through social media sharing–within the real estate industry are invaluable. Contrary to prior studies, our research finds that specific emotional expressions have distinct effects on social sharing, allowing firms to more easily pinpoint what emotions an advertisement should aim to evoke and thus what content is more likely to be shared
