Table 2 Standardized estimation results...

Table 2

Standardized estimation results for social media engagement

Variable	Model 1	Model 2	Model 3
*Independent variables*
Emoji count	0.027***	0.048***	0.108***
Emoji count squared		−0.024***	−0.084**
Emoji location			0.016
Emoji role			0.022*
Emoji location × emoji count			−0.107***
Emoji location × emoji count squared			0.079***
Emoji role × emoji count			−0.045*
Emoji role × emoji count squared			0.050*
*Control variables*
Readability (dale Chall score)	−0.019***	−0.019***	−0.019**
Emotion	0.040***	0.040***	0.027***
Face emoji	0.001	0.000	−0.009
Hashtag	0.022***	0.022***	0.034***
At mention	0.060***	0.060***	0.059***
Media	0.064***	0.064***	−0.010
Weekend	0.017***	0.017***	0.001
Year (dummies)	X	X	X
Month (dummies)	X	X	X
Brand (dummies)	X	X	X
Unstandardized constant	2.020	2.024	4.012
N	64,121	64,121	11,523
F-value	656.275	650.454	240.911
R²	0.511	0.511	0.657
Adjusted R²	0.510	0.511	0.655

Variable	Model 1	Model 2	Model 3
Independent variables
Emoji count	0.027***	0.048***	0.108***
Emoji count squared		−0.024***	−0.084**
Emoji location			0.016
Emoji role			0.022*
Emoji location × emoji count			−0.107***
Emoji location × emoji count squared			0.079***
Emoji role × emoji count			−0.045*
Emoji role × emoji count squared			0.050*
Control variables
Readability (dale Chall score)	−0.019***	−0.019***	−0.019**
Emotion	0.040***	0.040***	0.027***
Face emoji	0.001	0.000	−0.009
Hashtag	0.022***	0.022***	0.034***
At mention	0.060***	0.060***	0.059***
Media	0.064***	0.064***	−0.010
Weekend	0.017***	0.017***	0.001
Year (dummies)	X	X	X
Month (dummies)	X	X	X
Brand (dummies)	X	X	X
Unstandardized constant	2.020	2.024	4.012
N	64,121	64,121	11,523
F-value	656.275	650.454	240.911
R²	0.511	0.511	0.657
Adjusted R²	0.510	0.511	0.655

Note(s):

*p < 0.05; **p < 0.01; and ***p < 0.001

Source(s): Authors’ own work

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