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3 Articles
3 Articles
Positive sentiment and expertise predict the diffusion of archaeological content on social media
This study investigates the dissemination of archaeological information on Twitter/X through the lens of cultural evolution. By analysing 132,230 tweets containing the hashtag #archaeology from 2021 to 2023, we examine how content and context-related factors influence retweeting behaviour. Our findings reveal that tweets with positive sentiment and non-threatening language are more likely to be shared, contrasting with the common negativity bias…
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