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We also investigate the mediating roles of perceived effort and positive emotional reaction, as well as the moderating effect of visual content (i.e. photos).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Drawing upon the emotions as social information model, we conducted (1) an online experiment (<jats:italic>N<\/jats:italic>\u00a0=\u00a0222) and (2) text analysis of 1,269,798 Twitter posts extracted from the accounts of 94\u00a0UK universities over 11\u00a0years (2010\u20132020) to test our hypotheses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings show that social media posts containing positive affective content encourage sharing behavior and the relationship is mediated by both perceived effort and positive emotional reaction. An additional finding suggests that the use of visual content (photos) strengthens the relationship between positive affective content and sharing behaviors through an interaction effect.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study contributes to the scant research focusing on positive affective content in the higher education context. The findings shed light on how universities could create social media communications that engage current and prospective students.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-02-2023-0126","type":"journal-article","created":{"date-parts":[[2024,5,17]],"date-time":"2024-05-17T11:14:09Z","timestamp":1715944449000},"page":"1948-1968","source":"Crossref","is-referenced-by-count":4,"title":["See it, share it: what makes social media content viral in the higher education context? 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