Know which way the wind blows. The effect of the weather on virality

  • Stamatina Sykara Stamatina Sykara

Creating virality over their brands is the ultimate goal for many marketers nowadays.
However, what causes online content to go viral still remains unclear. What if the weather, as an external factor, could be a good predictor of the viral success of products or marketing campaigns? This study investigates the impact of six weather variables on Facebook, Twitter and Google + in the city of Milan, by means of
secondary data. The outcomes of my tested models showed that the moderating effect of the positivity of content had a significant effect to the chosen channels. In addition, Rainfall, Barometric Pressure, Temperature, Sunlight and Humidity appeared as
significant predictors as well.

Netspar, Network for Studies on Pensions, Aging and Retirement, is a thinktank and knowledge network. Netspar is dedicated to promoting a wider understanding of the economic and social implications of pensions, aging and retirement in the Netherlands and Europe.


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