Table 3

Impact of followers and likes

DV = # of negative comments (2 Month before/After policy change)Followers interactionLikes interaction
Treatment × Number of Followers (or Likes) × Post-Policy3.4407***0.00004**
(0.6935)0.0000
Treatment × Post-Policy−0.0037−0.0082**
(1.1683)(0.0037)
Treatment × Number of Followers (or Likes)−0.9627*−0.00004***
(0.5061)0.0000
Number of Followers (or Likes) × Post-Policy0.2375−0.00002
(0.6094)0.0000
Treatment1.27770.0099***
(0.8261)(0.0026)
Post-Policy Period0.30990.0055
(1.0196)(0.0036)
Number of Followers (or Likes)−0.09350.00006***
(0.4317)0.0000
Total Number of Comments0.0717***−0.0002***
(0.0081)0.0000
Constant0.26230.00883***
(0.7287)(0.0025)
N268547,504

Note(s): ***p < 0.01, **p < 0.05, *p < 0.10. Respond is an indicator variable that is equal to 1 if the firm responds to negative comments post policy change. The number of likes is calculated at the individual level as the total number of likes for all comments posted on the firm’s brand page excluding the focal individual’s posts and likes

Source(s): Authors’ own work

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