Table 3 Median number of engagement...

Table 3

Median number of engagement metrics (likes, shares, comments) per marketing strategy

Marketing strategy	n (posts)*	Percent of total posts (%)	Median likes	P-value	Median shares	P-value	Median comments	P-value
Collaboration	191	18.8	1,826	0.234	155	0.975	90	0.519
Promotional Pricing	98	9.7	412	0.059	46	0.180	68	0.035
Product Endorsement	303	29.9	569	0.431	59.5	0.347	75.5	0.225
Affective Branding	340	33.5	697	0.265	77	0.109	70	0.096
Brand Storytelling	30	3	2,350	0.614	308.5	0.540	467	0.450
Engagement Bait	40	3.9	270	0.223	30	0.394	73	0.331
Corporate Social Responsibility	7	0.7	4,100	0.679	453	0.988	635	<0.001
Competitor Callout	6	0.6	1,133	0.706	180	0.745	84	0.697

Marketing strategy	n (posts)*	Percent of total posts (%)	Median likes	P-value	Median shares	P-value	Median comments	P-value
Collaboration	191	18.8	1,826	0.234	155	0.975	90	0.519
Promotional Pricing	98	9.7	412	0.059	46	0.180	68	0.035
Product Endorsement	303	29.9	569	0.431	59.5	0.347	75.5	0.225
Affective Branding	340	33.5	697	0.265	77	0.109	70	0.096
Brand Storytelling	30	3	2,350	0.614	308.5	0.540	467	0.450
Engagement Bait	40	3.9	270	0.223	30	0.394	73	0.331
Corporate Social Responsibility	7	0.7	4,100	0.679	453	0.988	635	<0.001
Competitor Callout	6	0.6	1,133	0.706	180	0.745	84	0.697

Note(s): *Posts which were classified as two categories were included under both marketing strategies in Table 2. As such, the total number of posts shown in Table 2 exceeds 1,000. Median is descriptively because engagement metrics were non-normally distributed. Inferential comparisons were based on Kruskal–Wallis H tests and Dunn's post-hoc tests with Bonferroni correction

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