||Online community networks provide a variety of interaction mechanisms, many of which focus on the confirmation of functional roles or the validation of user experience results. This study is concerned with the increasing emphasis on the publicity of community media among colleges and universities. Therefore, this study adopts the fan pages of university institutions as the object of research, in order to investigate the relationships between different types of information formats (links, photos, and videos) and the emotions and behaviors of their fans. Using stimulus-organismresponse theory, a model of the relationship between information format, emotional response, and behavioral response is tested. Data were collected from the twenty largest university fan pages in the USA in this study. A total of 13,006 posts and user comments are collected, compared, and analyzed. Findings validate an interactive correlation between user behavior and information format. Notably, university fan pages with larger fan bases are more capable of applying information formats to prompt user interaction and users' willingness to comment and share, consequently expanding the organic reach of their posts. These results reiterate that users' emotions significantly affect their behaviors and that information serves as a key function in user experiences. Effectively triggering user emotions has become the primary means for community administrators to produce viral posts.