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Introduction: Shareability Is Designed, Not Accidental Audiences do not share brand moments because they are told to. They share because a moment earns attention , triggers emotion , and fits naturally into their digital behavior . In brand activations, shareability is often misunderstood as virality. In reality, shareable brand moments are the result of deliberate design choices about space, timing, emotion, and clarity. They are created when brands respect how people captu