According to Kaplan & Haenlein (2011) this indicates that the transmission of a mere message is impractical, whereas the transmission of emotion is genuinely powerful and provocative. In addition, content of emotion may reflect the distinct valence in consumers’ minds: positive or negative. The valence in content is identified by physiological arousal and activation, which are evoked from an inner level of perception. Therefore, ensuring the right kind of activation and arousal is crucial to guarantee exponential growth