Table 4

Brand endorsement (BE) by instructor

PseudonymImage brandingCaption brandingHashtag brandingCall to actionBE total instructor (out of 10)
Employee 14.005.001.000.002.50
Employee 22.006.005.003.004.00
Employee 32.005.006.000.003.25
Employee 43.004.006.005.004.50
Employee 53.004.007.001.003.75
Employee 62.004.005.002.003.25
Employee 73.003.008.001.003.75
Employee 80.000.002.000.000.50
Employee 92.001.005.000.002.00
Employee 100.001.003.000.001.00

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