Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore what drives us to click and share online content. Is virality just luck, or is it strategic? Discover how emotions and planning play a part.Topics covered:   [00:50] “What Makes Online Content Viral”[01:25] What makes something go viral?[02:50] Content drives social transmission and virality[05:10] High versus low arousal emotions[06:05] Why positivity is contagious.[09:05] Emotion and content sharing To learn more, visit marketingarchitects.com/podcast  Resources: Berger, Jonah & Milkman, Katherine. (2009). What Makes Online Content Viral? Journal of Marketing Research. 49. 10.2139/ssrn.1528077.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.