Previous research has found that messages with moral-emotional words are more likely to go viral on social media. Now, a new study on the diffusion of political messages on Twitter has found that conservatives — including Donald Trump — enjoyed a greater moral contagion effect than liberals in 2016.

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Previous research has found that messages with moral-emotional words are more likely to go viral on social media. Now, a new study on the diffusion of political messages on Twitter has found that conservatives — including Donald Trump — enjoyed a greater moral contagion effect than liberals in 2016.