The impact of emotional expressions on the popularity of discussion threads: evidence from Reddit

Purpose Users contribute to online communities by posting and responding to discussion threads. Nonetheless, only a small fraction of threads gain popularity and shape community discourse. Prior studies have identified several factors driving thread popularity; however, despite their prevalence, the role of emotional expressions within discussion threads remains understudied. This study addresses this gap by investigating the impact of thread starters’ valence and embedded discrete emotions of anger, anxiety and sadness on thread popularity, drawing on the negativity bias and the emotion-as-social-information theories. Design/methodology/approach Using two samples from Reddit, this study employs negative binomial regression analysis to examine the hypothesized relationships. Findings The results demonstrate that negativity in thread starters significantly influences thread popularity; however, the expression of discrete emotions impacts popularity variously. In some contexts, such as COVID-19 vaccination subreddits, embedded anger in thread starters decreases thread popularity, whereas anxiety and sad expressions enhance it. In other contexts, such as professional discussions (e.g. r/Medicine subreddit), anger and anxiety expressions increase thread popularity, while sad expressions have no significant influence. Research limitations/implications The study is limited by its focus on specific emotions and contexts. Future research could examine a broader range of emotions, post-content modalities and the impact of cultural and linguistic differences. Originality/value This study contributes to theory by offering a new definition of thread popularity and enhancing our understanding of the impact of emotions in online discussions. It also provides practical implications for online community members and moderators seeking to promote discussion posts that help achieve community goals.