WhatMakesonlineContentViral-JonahBerger.pdfVIP

Journal of Marketing Research, Ahead of Print DOI: 10.1509/jmr.10.0353 *Jonah Berger is Joseph G. Campbell Assistant Professor of Marketing (e-mail: jberger@), and Katherine L. Milkman is Assistant Professor of Operations and Information Management (e-mail: kmilkman@ ), the Wharton School, University of Pennsylvania. Michael Buckley, Jason Chen, Michael Durkheimer, Henning Krohnstad, Heidi Liu, Lauren McDevitt, Areeb Pirani, Jason Pollack, and Ronnie Wang all provided helpful research assistance. Hector Castro and Premal Vora created the web crawler that made this project possible, and Roger B