Communications in Humanities Research ISSN: 2753-7072
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Research Article

Unlocking Virality: Analyzing the Factors Driving Olympic Hot Topics on Weibo During the Paris 2024 Games

Yunqi LyuUniversity of California Riverside* Yige WuBeijing University of Chemical Technology

* Corresponding author: [email protected]

Abstract

This study investigates the factors driving the virality of Olympic-related topics on Weibo, focusing on the 2024 Paris Olympic Games. As one of China's largest social media platforms, Weibo plays a significant role in shaping public discourse and amplifying topics related to global events like the Olympics. By analyzing 242 trending search terms from July 26 to August 11, 2024, this study explores how elements such as keyword choice, emotional appeal, and the presence of news events contribute to a topic’s popularity. A binary logistic regression model was employed to examine the effects of these variables on the popularity index, categorizing titles into "high" and "low" popularity. The results indicate that highly emotional headlines, particularly those with extremely positive or negative tones, are more likely to become popular. Additionally, titles associated with major news events significantly increase the likelihood of virality. While keyword relevance is a crucial factor in attracting attention, the length of a headline has a limited impact on its success. The type of content publisher also plays a role, with official media sources often garnering higher credibility and engagement compared to self-media or sports media outlets. The study’s findings offer practical insights for content creators, media organizations, and brands aiming to maximize their visibility during large-scale events. The analysis underscores the importance of strategically choosing keywords, leveraging emotional resonance, and integrating newsworthy elements to enhance content distribution and public engagement on digital platforms.

Keywords: Virality; Olympic Hot Topics; Weibo
Published: December 9, 2024
DOI: 10.54254/2753-7064/2024.17874
Volume: CHR Vol.63
pp. 103-108
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