Table 1 Variables, measurements and...

Table 1

Variables, measurements and descriptive statistics

Variable	Description	Mean	SD	Minimum	Maximum
*Dependent variables*
Engagement	Sum of like, reply, retweet and quote counts	64.76	872.92	0	152,769
*Independent variables*
Emoji count	Number of emojis	0.32	1.34	0	121
Emoji location	Whether emoji(s) are located inside of the tweet text (0 – outside; 1 – inside)	0.71	0.46	0	1
Emoji role	Whether emoji(s) are used as word substitution(s) (0 – reinforcement; 1 - substitution)	0.09	0.29	0	1
*Control variables*
Readability	Dale Chall score of the tweet (the lower the Dale Chall score, the higher the readability)	11.24	2.07	0.05	27.52
Emotional words	Tweet includes emotional words	0.20	0.40	0	1
Face emoji	Tweet includes face emoji(s)	0.01	0.11	0	1
Hashtag	Number of hashtags	1.19	1.24	0	11
At mention	Number of at mentions	0.53	0.88	0	14
Media	Tweet includes gif, photo or video	0.67	0.47	0	1
Weekend	Tweet was posted on weekend	0.08	0.27	0	1
Year (2)	Dummy variables for year the tweet was posted	X	X	X	X
Month (11)	Dummy variables for month the tweet was posted	X	X	X	X
Brand (81)	Dummy variables for brands	X	X	X	X

Variable	Description	Mean	SD	Minimum	Maximum
Dependent variables
Engagement	Sum of like, reply, retweet and quote counts	64.76	872.92	0	152,769
Independent variables
Emoji count	Number of emojis	0.32	1.34	0	121
Emoji location	Whether emoji(s) are located inside of the tweet text (0 – outside; 1 – inside)	0.71	0.46	0	1
Emoji role	Whether emoji(s) are used as word substitution(s) (0 – reinforcement; 1 - substitution)	0.09	0.29	0	1
Control variables
Readability	Dale Chall score of the tweet (the lower the Dale Chall score, the higher the readability)	11.24	2.07	0.05	27.52
Emotional words	Tweet includes emotional words	0.20	0.40	0	1
Face emoji	Tweet includes face emoji(s)	0.01	0.11	0	1
Hashtag	Number of hashtags	1.19	1.24	0	11
At mention	Number of at mentions	0.53	0.88	0	14
Media	Tweet includes gif, photo or video	0.67	0.47	0	1
Weekend	Tweet was posted on weekend	0.08	0.27	0	1
Year (2)	Dummy variables for year the tweet was posted	X	X	X	X
Month (11)	Dummy variables for month the tweet was posted	X	X	X	X
Brand (81)	Dummy variables for brands	X	X	X	X

Note(s):

The descriptive statistics of Emoji location and Emoji role are based on the tweets that contain emoji(s). All the other statistics are based on the full data set

Source(s): Authors’ own work

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