Why are some social-media contents more popular than others? Opinion and association rules mining applied to virality patterns discovery

Estela Saquete, José Jacobo Zubcoff, Yoan Gutiérrez, Patricio Martínez-Barco, Javi Fernández

Abstract: Highlights•A novel approach to extract virality patterns from social media Twitter is presented.•Opinion mining extracts subjective content transforming it into structured data.•Association rule mining is applied to structured data to extract virality patterns.•Virality patterns were discovered for high share/likes and low share/likes.•Extracted and relevant patterns were measured and analyzed.