Summary of the hypotheses testing results
| Hypothesis | Predicted relationship | Result |
|---|---|---|
| H1 | Emoji count → B2B social media engagement (+) Emoji count squared → B2B social media engagement (−) | Supported |
| H2a | Emoji location → B2B social media engagement (−) | Not supported |
| H2b | Emoji location * Emoji count → B2B social media engagement (−) Emoji location * Emoji count squared → B2B social media engagement (+) | Supported |
| H3a | Emoji role → B2B social media engagement (−) | Not supported |
| H3b | Emoji role * Emoji count → B2B social media engagement (−) Emoji role * Emoji count squared → B2B social media engagement (+) | Supported |
| Hypothesis | Predicted relationship | Result |
|---|---|---|
| Emoji count → B2B social media engagement (+) Emoji count squared → B2B social media engagement (−) | Supported | |
| Emoji location → B2B social media engagement (−) | Not supported | |
| Emoji location * Emoji count → B2B social media engagement (−) Emoji location * Emoji count squared → B2B social media engagement (+) | Supported | |
| Emoji role → B2B social media engagement (−) | Not supported | |
| Emoji role * Emoji count → B2B social media engagement (−) Emoji role * Emoji count squared → B2B social media engagement (+) | Supported |
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