Table 4 Estimation results for social...

Table 4

Estimation results for social media consumer engagement

Variable names	Model 1 Reactions						Model 2 Comments						Model 3 Shares
	Family		Non-family		Moderation		Family		Non-family		Moderation		Family		Non-family		Moderation
	Beta	p-value	Beta	p-value	CMIN	p-value	Beta	p-value	Beta	p-value	CMIN	p-value	Beta	p-value	Beta	p-value	CMIN	p-value
AESTHETIC	−340.52	0.193	−157.596	0.876	0.031	0.861	−58.816	0.741	−51.034	0.622	0.001	0.907	−67.259	0.227	−75.146	0.579	0.003	0.957
SYMBOLISM	756.933	*******	210.283	0.161	6.952	0.008	293.192	0.001	−5.585	0.716	9.722	0.002	206.851	*******	−25.186	0.211	41.369	*******
HERITAGE	540.816	0.011	−455.81	0.256	4.643	0.031	24.637	0.865	−32.785	0.426	0.140	0.708	138.524	0.002	−36.156	0.502	5.942	0.015
ORIGINALITY	639.139	0.013	−136.878	0.685	3.307	0.039	10.405	0.953	2.816	0.935	0.002	0.966	274.561	*******	−88.124	0.051	5.725	*******
QUALITY	63.116	0.801	−208.161	0.585	0.349	0.555	23.551	0.89	−39.742	0.309	0.129	0.720	−88.03	0.097	−16.826	0.742	0.915	0.339
VIRTUE	70.457	0.828	−221.249	0.676	0.219	0.640	45.944	0.835	25.026	0.644	0.008	0.927	15.667	0.82	−22.436	0.752	0.147	0.701
Retail	−163.295	0.019	637.942	***			−25.939	0.582	174.601	***			70.174	***	34.265	0.02
Fashion	109.101	0.244	951.499	***			135.157	0.033	141.765	***			38.404	0.053	213.41	***
GvsB	40.748	0.535	464.181	***			209.839	***	311.765	***			56.576	***	9.6	0.55
Followers	0.002	***	0.001	***			0.001	***	0	***			0	***	0	***
Boosted	1,121.694	***	1,024.825	***			−108.013	0.006	62.166	***			88.712	***	78.511	***
Owned	481.77	0.122	248.362	0.602			180.088	0.394	61.864	0.205			92.671	0.162	59.636	0.351
Vividness	−558.317	***	−629.532	***			43.139	0.296	−57.374	***			74.507	***	115.855	***
Deleted	−572.752	0.006	−1,039.118	0.005			299.853	0.036	−114.487	0.003			26.145	0.558	−124.55	0.012
Hidden	−1,132.343	***	−1,334.04	***			−274.599	0.02	−121.798	***			−54.352	0.142	−91.893	0.01
Live	−1,028.275	0.043	−557.342	0.483			−322.809	0.349	208.123	0.011			−165.663	0.124	−176.201	0.098
Year	61.374	0.016	−96.114	0.006			24.57	0.155	−31.182	***			33.182	***	−16.166	***
Week	−8.33	***	−5.924	0.022			−0.446	0.732	0.176	0.507			−1.399	***	−1.244	***
Group 2	1,557.354	***	−103.999	0.279			157.889	0.58	−2.947	0.765			−41.603	0.641	173.015	***
Group 3	109.101	0.244	951.499	***			−86.181	0.175	440.489	***			38.404	0.053	213.41	***
Group 4	306.142	***	708.39	***			9.916	0.852	90.419	***			−26.705	0.109	474.696	***
Group 5	1,657.138	***	−365.253	***			121.715	0.075	−245.823	***			527.463	***	102.695	***
Group 6	286.201	0.041	1,036.866	0.006			−118.494	0.213	230.365	***			15.869	0.594	291.579	***
Group 7	1,077.091	***	−602.688	***			−86.661	0.079	−615.607	***			−19.096	0.217	−332.407	***
Group 8	2,426.829	***	1,023.504	***			−263.974	0.005	129.964	***			77.444	0.008	284.735	***
Group 9	1,061.107	***	3,187.021	***			193.749	0.124	529.703	***			213.162	***	345.7	***
Group 10	677.805	***	1,150.182	***			283.067	***	410.064	***			36.851	0.043	416.317	***
R²	0.256		0.093				0.046		0.452				0.114		0.260

Variable names	Model 1 Reactions						Model 2 Comments						Model 3 Shares
	Family		Non-family		Moderation		Family		Non-family		Moderation		Family		Non-family		Moderation
	Beta	p-value	Beta	p-value	CMIN	p-value	Beta	p-value	Beta	p-value	CMIN	p-value	Beta	p-value	Beta	p-value	CMIN	p-value
AESTHETIC	−340.52	0.193	−157.596	0.876	0.031	0.861	−58.816	0.741	−51.034	0.622	0.001	0.907	−67.259	0.227	−75.146	0.579	0.003	0.957
SYMBOLISM	756.933	***	210.283	0.161	6.952	0.008	293.192	0.001	−5.585	0.716	9.722	0.002	206.851	***	−25.186	0.211	41.369	***
HERITAGE	540.816	0.011	−455.81	0.256	4.643	0.031	24.637	0.865	−32.785	0.426	0.140	0.708	138.524	0.002	−36.156	0.502	5.942	0.015
ORIGINALITY	639.139	0.013	−136.878	0.685	3.307	0.039	10.405	0.953	2.816	0.935	0.002	0.966	274.561	***	−88.124	0.051	5.725	***
QUALITY	63.116	0.801	−208.161	0.585	0.349	0.555	23.551	0.89	−39.742	0.309	0.129	0.720	−88.03	0.097	−16.826	0.742	0.915	0.339
VIRTUE	70.457	0.828	−221.249	0.676	0.219	0.640	45.944	0.835	25.026	0.644	0.008	0.927	15.667	0.82	−22.436	0.752	0.147	0.701
Retail	−163.295	0.019	637.942	***			−25.939	0.582	174.601	***			70.174	***	34.265	0.02
Fashion	109.101	0.244	951.499	***			135.157	0.033	141.765	***			38.404	0.053	213.41	***
GvsB	40.748	0.535	464.181	***			209.839	***	311.765	***			56.576	***	9.6	0.55
Followers	0.002	***	0.001	***			0.001	***	0	***			0	***	0	***
Boosted	1,121.694	***	1,024.825	***			−108.013	0.006	62.166	***			88.712	***	78.511	***
Owned	481.77	0.122	248.362	0.602			180.088	0.394	61.864	0.205			92.671	0.162	59.636	0.351
Vividness	−558.317	***	−629.532	***			43.139	0.296	−57.374	***			74.507	***	115.855	***
Deleted	−572.752	0.006	−1,039.118	0.005			299.853	0.036	−114.487	0.003			26.145	0.558	−124.55	0.012
Hidden	−1,132.343	***	−1,334.04	***			−274.599	0.02	−121.798	***			−54.352	0.142	−91.893	0.01
Live	−1,028.275	0.043	−557.342	0.483			−322.809	0.349	208.123	0.011			−165.663	0.124	−176.201	0.098
Year	61.374	0.016	−96.114	0.006			24.57	0.155	−31.182	***			33.182	***	−16.166	***
Week	−8.33	***	−5.924	0.022			−0.446	0.732	0.176	0.507			−1.399	***	−1.244	***
Group 2	1,557.354	***	−103.999	0.279			157.889	0.58	−2.947	0.765			−41.603	0.641	173.015	***
Group 3	109.101	0.244	951.499	***			−86.181	0.175	440.489	***			38.404	0.053	213.41	***
Group 4	306.142	***	708.39	***			9.916	0.852	90.419	***			−26.705	0.109	474.696	***
Group 5	1,657.138	***	−365.253	***			121.715	0.075	−245.823	***			527.463	***	102.695	***
Group 6	286.201	0.041	1,036.866	0.006			−118.494	0.213	230.365	***			15.869	0.594	291.579	***
Group 7	1,077.091	***	−602.688	***			−86.661	0.079	−615.607	***			−19.096	0.217	−332.407	***
Group 8	2,426.829	***	1,023.504	***			−263.974	0.005	129.964	***			77.444	0.008	284.735	***
Group 9	1,061.107	***	3,187.021	***			193.749	0.124	529.703	***			213.162	***	345.7	***
Group 10	677.805	***	1,150.182	***			283.067	***	410.064	***			36.851	0.043	416.317	***
R²	0.256		0.093				0.046		0.452				0.114		0.260

Note:

***Sig. at p < 0.001

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