Table A1

Significant Dunn–Bonferroni comparisons by marketing strategy

OutcomeSignificant pairwise comparisonzBonferroni-adjusted p
LikesCollaboration vs Promotional Pricing5.713.12 × 10−7
LikesPromotional Pricing vs Brand Storytelling−5.225.02 × 10−6
LikesBrand Storytelling vs Engagement Bait4.511.85 × 10−4
LikesCollaboration vs Engagement Bait4.149.80 × 10−4
LikesPromotional Pricing vs Affective Branding−3.890.0028
LikesCollaboration vs Product Endorsement3.870.0030
LikesProduct Endorsement vs Brand Storytelling−3.800.0041
LikesAffective Branding vs Brand Storytelling−3.350.0229
SharesPromotional Pricing vs Brand Storytelling−4.601.18 × 10−4
SharesCollaboration vs Promotional Pricing4.236.63 × 10−4
SharesBrand Storytelling vs Engagement Bait4.226.83 × 10−4
SharesProduct Endorsement vs Brand Storytelling−3.700.0059
SharesCollaboration vs Engagement Bait3.400.0189
SharesPromotional Pricing vs Affective Branding−3.250.0321
CommentsPromotional Pricing vs Brand Storytelling−5.481.19 × 10−6
CommentsAffective Branding vs Brand Storytelling−5.225.03 × 10−6
CommentsCollaboration vs Brand Storytelling−5.195.75 × 10−6
CommentsProduct Endorsement vs Brand Storytelling−5.109.74 × 10−6
CommentsBrand Storytelling vs Engagement Bait4.334.25 × 10−4
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