Drew Margolin & Wang Liao
This study examines the organizational dynamics of social media crowds, in particular, the influence of a crowd’s emotional expression on its solidarity. To identify the relationship between emotions expressed and solidarity, marked by sustained participation in the crowd, the study uses tweets from a unique population of crowds—those tweeting about ongoing National Football League games. Observing this population permits the use of game results as quasi-random treatments on crowds, helping to reduce confounding factors. Results indicate that participation in these crowds is self-sustaining in the medium term (1 week) and can be stimulated or suppressed by emotional expression in a short term (1 hour), depending on the discrete emotion expressed. In particular, anger encourages participation while sadness discourages it. Positive emotions and anxiety have a more nuanced relationship with participation.