Results of negative binomial regression model for engagement metrics
| Variables | Coef (B) | Std. Error | Exp(B) | 95% CI (ExpB) | p-value |
|---|---|---|---|---|---|
| Reposts | |||||
| Government | −0.768 | 0.020 | 0.464 | [0.446, 0.483] | 0.000 |
| Media | −0.866 | 0.018 | 0.421 | [0.406, 0.436] | 0.000 |
| NGO | 0.257 | 0.033 | 1.293 | [1.211, 1.380] | 0.000 |
| Corporation | 1.602 | 0.038 | 4.963 | [4.610, 5.344] | 0.000 |
| Think tank | −1.676 | 0.059 | 0.187 | [0.167, 0.210] | 0.000 |
| Public (ref.) | – | – | 1.000 | – | – |
| Topic 1 | 1.355 | 0.047 | 3.875 | [3.531, 4.254] | 0.000 |
| Topic 2 | 0.437 | 0.048 | 1.548 | [1.409, 1.700] | 0.000 |
| Topic 3 | 0.456 | 0.048 | 1.578 | [1.436, 1.733] | 0.000 |
| Topic 4 | 1.303 | 0.049 | 3.680 | [3.341, 4.051] | 0.000 |
| Topic 5 | 0.663 | 0.050 | 1.940 | [1.760, 2.140] | 0.000 |
| Topic 6 | 0.102 | 0.058 | 1.107 | [0.989, 1.238] | 0.078 |
| Topic 7 | −0.157 | 0.058 | 0.855 | [0.762, 0.958] | 0.007 |
| Topic 8 (Ref.) | – | – | 1.000 | – | – |
| Comments | |||||
| Government | −0.627 | 0.021 | 0.535 | [0.513, 0.557] | 0.000 |
| Media | −0.866 | 0.019 | 0.421 | [0.406, 0.437] | 0.000 |
| NGO | −0.114 | 0.034 | 0.892 | [0.835, 0.954] | 0.001 |
| Corporation | 0.756 | 0.038 | 2.130 | [1.975, 2.298] | 0.000 |
| Think tank | −1.434 | 0.061 | 0.238 | [0.212, 0.268] | 0.000 |
| Public (ref.) | – | – | 1.000 | – | – |
| Topic 1 | 0.956 | 0.049 | 2.600 | [2.360, 2.863] | 0.000 |
| Topic 2 | 0.702 | 0.050 | 2.017 | [1.829, 2.222] | 0.000 |
| Topic 3 | 0.435 | 0.050 | 1.545 | [1.401, 1.704] | 0.000 |
| Topic 4 | 1.007 | 0.051 | 2.739 | [2.478, 3.028] | 0.000 |
| Topic 5 | 0.428 | 0.052 | 1.534 | [1.386, 1.699] | 0.000 |
| Topic 6 | 0.574 | 0.059 | 1.774 | [1.581, 1.992] | 0.000 |
| Topic 7 | −0.090 | 0.060 | 0.914 | [0.812, 1.030] | 0.138 |
| Topic 8 (Ref.) | – | – | 1.000 | – | – |
| Likes | |||||
| Government | −1.194 | 0.019 | 0.303 | [0.291, 0.315] | 0.000 |
| Media | −0.219 | 0.017 | 0.803 | [0.777, 0.830] | 0.000 |
| NGO | 0.5237 | 0.032 | 1.688 | [1.585, 1.798] | 0.000 |
| Corporation | −0.042 | 0.038 | 0.959 | [0.890, 1.032] | 0.267 |
| Think tank | −1.800 | 0.053 | 0.165 | [0.149, 0.183] | 0.000 |
| Public (ref.) | – | – | 1.000 | – | – |
| Topic 1 | 1.475 | 0.044 | 4.372 | [4.010, 4.764] | 0.000 |
| Topic 2 | 0.732 | 0.044 | 2.080 | [1.906, 2.268] | 0.000 |
| Topic 3 | 0.761 | 0.044 | 2.139 | [1.962, 2.333] | 0.000 |
| Topic 4 | 0.893 | 0.046 | 2.442 | [2.233, 2.672] | 0.000 |
| Topic 5 | 0.526 | 0.046 | 1.691 | [1.546, 1.853] | 0.000 |
| Topic 6 | 0.616 | 0.053 | 1.852 | [1.669, 2.054] | 0.000 |
| Topic 7 | −0.363 | 0.054 | 0.695 | [0.625, 0.773] | 0.000 |
| Topic 8 (Ref.) | – | – | 1.000 | – | – |
| Variables | Coef (B) | Std. Error | Exp(B) | 95% | p-value |
|---|---|---|---|---|---|
| Government | −0.768 | 0.020 | 0.464 | [0.446, 0.483] | 0.000 |
| Media | −0.866 | 0.018 | 0.421 | [0.406, 0.436] | 0.000 |
| 0.257 | 0.033 | 1.293 | [1.211, 1.380] | 0.000 | |
| Corporation | 1.602 | 0.038 | 4.963 | [4.610, 5.344] | 0.000 |
| Think tank | −1.676 | 0.059 | 0.187 | [0.167, 0.210] | 0.000 |
| Public (ref.) | – | – | 1.000 | – | – |
| Topic 1 | 1.355 | 0.047 | 3.875 | [3.531, 4.254] | 0.000 |
| Topic 2 | 0.437 | 0.048 | 1.548 | [1.409, 1.700] | 0.000 |
| Topic 3 | 0.456 | 0.048 | 1.578 | [1.436, 1.733] | 0.000 |
| Topic 4 | 1.303 | 0.049 | 3.680 | [3.341, 4.051] | 0.000 |
| Topic 5 | 0.663 | 0.050 | 1.940 | [1.760, 2.140] | 0.000 |
| Topic 6 | 0.102 | 0.058 | 1.107 | [0.989, 1.238] | 0.078 |
| Topic 7 | −0.157 | 0.058 | 0.855 | [0.762, 0.958] | 0.007 |
| Topic 8 (Ref.) | – | – | 1.000 | – | – |
| Government | −0.627 | 0.021 | 0.535 | [0.513, 0.557] | 0.000 |
| Media | −0.866 | 0.019 | 0.421 | [0.406, 0.437] | 0.000 |
| −0.114 | 0.034 | 0.892 | [0.835, 0.954] | 0.001 | |
| Corporation | 0.756 | 0.038 | 2.130 | [1.975, 2.298] | 0.000 |
| Think tank | −1.434 | 0.061 | 0.238 | [0.212, 0.268] | 0.000 |
| Public (ref.) | – | – | 1.000 | – | – |
| Topic 1 | 0.956 | 0.049 | 2.600 | [2.360, 2.863] | 0.000 |
| Topic 2 | 0.702 | 0.050 | 2.017 | [1.829, 2.222] | 0.000 |
| Topic 3 | 0.435 | 0.050 | 1.545 | [1.401, 1.704] | 0.000 |
| Topic 4 | 1.007 | 0.051 | 2.739 | [2.478, 3.028] | 0.000 |
| Topic 5 | 0.428 | 0.052 | 1.534 | [1.386, 1.699] | 0.000 |
| Topic 6 | 0.574 | 0.059 | 1.774 | [1.581, 1.992] | 0.000 |
| Topic 7 | −0.090 | 0.060 | 0.914 | [0.812, 1.030] | 0.138 |
| Topic 8 (Ref.) | – | – | 1.000 | – | – |
| Government | −1.194 | 0.019 | 0.303 | [0.291, 0.315] | 0.000 |
| Media | −0.219 | 0.017 | 0.803 | [0.777, 0.830] | 0.000 |
| 0.5237 | 0.032 | 1.688 | [1.585, 1.798] | 0.000 | |
| Corporation | −0.042 | 0.038 | 0.959 | [0.890, 1.032] | 0.267 |
| Think tank | −1.800 | 0.053 | 0.165 | [0.149, 0.183] | 0.000 |
| Public (ref.) | – | – | 1.000 | – | – |
| Topic 1 | 1.475 | 0.044 | 4.372 | [4.010, 4.764] | 0.000 |
| Topic 2 | 0.732 | 0.044 | 2.080 | [1.906, 2.268] | 0.000 |
| Topic 3 | 0.761 | 0.044 | 2.139 | [1.962, 2.333] | 0.000 |
| Topic 4 | 0.893 | 0.046 | 2.442 | [2.233, 2.672] | 0.000 |
| Topic 5 | 0.526 | 0.046 | 1.691 | [1.546, 1.853] | 0.000 |
| Topic 6 | 0.616 | 0.053 | 1.852 | [1.669, 2.054] | 0.000 |
| Topic 7 | −0.363 | 0.054 | 0.695 | [0.625, 0.773] | 0.000 |
| Topic 8 (Ref.) | – | – | 1.000 | – | – |
Reference categories are Public for Communication Actors and Topic 8 (Agriculture) for Topic Attributes. Exp (B) represents IRR. All models use robust standard errors. Across all three models, communication actor type and topic attribute were jointly significant predictors of engagement (all p < 0.001)
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.