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Emotions are considered important drivers of the diffusion of messages on social networking sites. Therefore, emotion-eliciting political communication yields the potential to reach broad audiences and to influence citizens' attitudes and behavior. In this study, we investigate message characteristics that potentially trigger emotional reactions on part of the users of political social networking pages and test if this fosters the diffusion of political content in the network. Based ondoi:10.24434/j.scoms.2021.01.003 fatcat:cs54ioerdrefhlqzkqfqb2tyvy