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

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.