Table 4 Number and ratio of social media...

Table 4

Number and ratio of social media posts per platform and marketing strategy

Strategy		Facebook	Instagram	X	Tik Tok	Total
Collaborations	Count (n)	21	60	46	57	184
Collaborations	% within Strategy	11.4%	32.6%	25.0%	31.0%	100.0%
Promotional Pricing	Count (n)	30	21	22	16	89
Promotional Pricing	% within Strategy	33.7%	23.6%	24.7%	18.0%	100.0%
Product Endorsement	Count (n)	84	70	66	76	296
Product Endorsement	% within Strategy	28.4%	23.6%	22.3%	25.7%	100.0%
Affective Branding	Count (n)	86	71	92	85	334
Affective Branding	% within Strategy	25.7%	21.3%	27.5%	25.4%	100.0%
Brand Storytelling	Count (n)	14	8	5	3	30
Brand Storytelling	% within Strategy	46.7%	26.7%	16.7%	10.0%	100.0%
Engagement Bait	Count (n)	8	11	9	11	39
Engagement Bait	% within Strategy	20.5%	28.2%	23.1%	28.2%	100.0%
Corporate Social Responsibility	Count (n)	4	1	2	0	7
Corporate Social Responsibility	% within Strategy	57.1%	14.3%	28.6%	0.0%	100.0%
Competitor Callout	Count (n)	0	3	3	0	6
Competitor Callout	% within Strategy	0.0%	50.0%	50.0%	0.0%	100.0%
Collaborations + Promotional Pricing	Count (n)	2	1	2	0	5
Collaborations + Promotional Pricing	% within Strategy	40.0%	20.0%	40.0%	0.0%	100.0%
Product Endorsement + Affective Branding	Count (n)	1	0	1	2	4
Product Endorsement + Affective Branding	% within Strategy	25.0%	0.0%	25.0%	50.0%	100.0%
Product Endorsement + Collaboration	Count (n)	0	1	0	0	1
Product Endorsement + Collaboration	% within Strategy	0.0%	100.0%	0.0%	0.0%	100.0%
Promotional Pricing + Product Endorsement	Count (n)	0	0	2	0	2
Promotional Pricing + Product Endorsement	% within Strategy	0.0%	0.0%	100.0%	0.0%	100.0%
Affective Branding + Promotional Pricing	Count (n)	0	2	0	0	2
Affective Branding + Promotional Pricing	% within Strategy	0.0%	100.0%	0.0%	0.0%	100.0%
Product Endorsement + Engagement Bait	Count (n)	0	1	0	0	1
Product Endorsement + Engagement Bait	% within Strategy	0.0%	100.0%	0.0%	0.0%	100.0%
Total (n)		250	250	250	250	1,000

Strategy		Facebook	Instagram	X	Tik Tok	Total
Collaborations	Count (n)	21	60	46	57	184
Collaborations	% within Strategy	11.4%	32.6%	25.0%	31.0%	100.0%
Promotional Pricing	Count (n)	30	21	22	16	89
Promotional Pricing	% within Strategy	33.7%	23.6%	24.7%	18.0%	100.0%
Product Endorsement	Count (n)	84	70	66	76	296
Product Endorsement	% within Strategy	28.4%	23.6%	22.3%	25.7%	100.0%
Affective Branding	Count (n)	86	71	92	85	334
Affective Branding	% within Strategy	25.7%	21.3%	27.5%	25.4%	100.0%
Brand Storytelling	Count (n)	14	8	5	3	30
Brand Storytelling	% within Strategy	46.7%	26.7%	16.7%	10.0%	100.0%
Engagement Bait	Count (n)	8	11	9	11	39
Engagement Bait	% within Strategy	20.5%	28.2%	23.1%	28.2%	100.0%
Corporate Social Responsibility	Count (n)	4	1	2	0	7
Corporate Social Responsibility	% within Strategy	57.1%	14.3%	28.6%	0.0%	100.0%
Competitor Callout	Count (n)	0	3	3	0	6
Competitor Callout	% within Strategy	0.0%	50.0%	50.0%	0.0%	100.0%
Collaborations + Promotional Pricing	Count (n)	2	1	2	0	5
Collaborations + Promotional Pricing	% within Strategy	40.0%	20.0%	40.0%	0.0%	100.0%
Product Endorsement + Affective Branding	Count (n)	1	0	1	2	4
Product Endorsement + Affective Branding	% within Strategy	25.0%	0.0%	25.0%	50.0%	100.0%
Product Endorsement + Collaboration	Count (n)	0	1	0	0	1
Product Endorsement + Collaboration	% within Strategy	0.0%	100.0%	0.0%	0.0%	100.0%
Promotional Pricing + Product Endorsement	Count (n)	0	0	2	0	2
Promotional Pricing + Product Endorsement	% within Strategy	0.0%	0.0%	100.0%	0.0%	100.0%
Affective Branding + Promotional Pricing	Count (n)	0	2	0	0	2
Affective Branding + Promotional Pricing	% within Strategy	0.0%	100.0%	0.0%	0.0%	100.0%
Product Endorsement + Engagement Bait	Count (n)	0	1	0	0	1
Product Endorsement + Engagement Bait	% within Strategy	0.0%	100.0%	0.0%	0.0%	100.0%
Total (n)		250	250	250	250	1,000

Note(s): Pearson chi-square test: χ² (21, N = 1,000) = 48.82, p < 0.001, Cramér's V = 0.128. Fisher–Freeman–Halton exact test was applied where expected cell counts were <5. OR = odds ratio; CI = confidence interval. One-versus-rest Fisher's Exact Tests were exploratory and Bonferroni-adjusted for multiple comparisons

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