Exploratory Fisher's Exact Test comparisons for marketing strategy distribution across social media platforms
| Strategy-platform comparison | OR | 95% CI | Fisher exact p | Bonferroni-adjusted p |
|---|---|---|---|---|
| Collaboration on Facebook vs all other cells | 0.354 | 0.223–0.561 | 1.75 × 10−6 | 5.59 × 10−5 |
| Brand Storytelling on Facebook vs all other cells | 2.721 | 1.309–5.659 | 0.0091 | 0.291 |
| Collaboration on Instagram vs all other cells | 1.554 | 1.100–2.195 | 0.0153 | 0.490 |
| Promotional Pricing on Facebook vs all other cells | 1.540 | 0.970–2.446 | 0.0752 | 1.000 |
| Strategy-platform comparison | OR | 95% CI | Fisher exact p | Bonferroni-adjusted p |
|---|---|---|---|---|
| Collaboration on Facebook vs all other cells | 0.354 | 0.223–0.561 | 1.75 × 10−6 | 5.59 × 10−5 |
| Brand Storytelling on Facebook vs all other cells | 2.721 | 1.309–5.659 | 0.0091 | 0.291 |
| Collaboration on Instagram vs all other cells | 1.554 | 1.100–2.195 | 0.0153 | 0.490 |
| Promotional Pricing on Facebook vs all other cells | 1.540 | 0.970–2.446 | 0.0752 | 1.000 |
Note(s): OR = odds ratio; CI = confidence interval. One-versus-rest comparisons were exploratory and adjusted using Bonferroni correction for multiple testing
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