Table 5. Linear and logistic regressions...

Table 5.

Linear and logistic regressions testing the dependency of the stakeholders’ response behavior

Dimension	Predictor (Independent variable)	Stakeholder response (dependent variable)
		No. of reactions to post Model A: Linear Regression			Probability of comments Model B: Log. Regression			Probability of shares Model C: Log. Regression
		Total	Men	Women	Total	Men	Women	Total	Men	Women
		ß (stand.)	ß (stand.)	ß (stand.)	Exp. (ß)	Exp. (ß)	Exp. (ß)	Exp. (ß)	Exp. (ß)	Exp. (ß)
External factors
Point in time
	Time of the day: Leisure time	0.014	0.027	−0.010	1.145	1.394	1.303	0.936	1.524	1.196
	Day of the week	REFERENCE: Monday
	Tuesday	0.083	0.077	0.081	2.564*	1.584	2.593*	1.824	1.936	3.030*
	Wednesday	−0.041	−0.044	−0.031	1.014	0.515	0.552	1.011	0.910	0.980
	Thursday	−0.028	−0.035	−0.013	0.832	0.725	0.819	0.629	0.729	1.112
	Friday	0.013	0.002	0.029	1.325	1.219	0.987	0.658	0.770	0.425
	Saturday	−0.036	−0.041	−0.025	0.722	0.610	0.625	0.634	0.956	0.468
	Sunday	−0.007	−0.022	0.017	2.328^a	2.314^a	1.171	1.255	1.087	1.271
	Holiday month	−0.041	−0.049	−0.024	0.909	1.024	1.712	0.891	1.181	0.833
	Public holidays	0.019	−0.003	0.045	1.177	0.764	0.982	0.723	1.117	1.562
Weather
	Temperature ^b	0.104	0.054	0.167 *	0.995	1.761	1.744	0.955 ^/f*	0.979	0.988
	Precipitation ^c	0.165 **	0.169 **	0.136 *	1.014	0.995	1.000	1.002	1.034*^/f	1.032^a/f*
	Humidity ^b	0.157 ^a	0.141^a	0.161^a	1.004	1.021	1.032 ^/f*	1.002	1.011	1.014
	Barometric Pressure ^b	−0.055	−0.065	−0.032	0.970^a^f	0.994	1.013	0.969^a/f	0.984	0.960^a/f
	Wind Velocity^b	0.081	0.087	0.058	0.993	0.985	0.970	1.017	1.007	0.998
	Sunshine ^b	−0.027	−0.031	−0.018	0.916	0.984	0.979	0.749	0.685	0.855
Company posting
	Company-relevant content ^d	0.105 ^a	0.112^a	0.081	0.910	1.092	1.008	2.245**	1.836^a	3.124**
	Presence of image	0.052	0.072	0.012	1.258	1.313	0.809	1.120	1.182	1.325
	Number of words	0.102^a	0.058	0.162**	1.024**	1.029^/f	1.037*^/f	1.012	1.003	1.018^a/f
Model	r²	0.099	0.100	0.087	0.138	0.140	0.193	0.175	0.138	0.224

Dimension	Predictor (Independent variable)	Stakeholder response (dependent variable)
		No.of reactions to postModel A:Linear Regression			Probabilityof commentsModel B:Log. Regression			Probabilityof sharesModel C:Log. Regression
		Total	Men	Women	Total	Men	Women	Total	Men	Women
		ß (stand.)	ß (stand.)	ß (stand.)	Exp.(ß)	Exp.(ß)	Exp.(ß)	Exp.(ß)	Exp.(ß)	Exp.(ß)
External factors
Point in time
	Time of the day: Leisure time	0.014	0.027	−0.010	1.145	1.394	1.303	0.936	1.524	1.196
	Day of the week	REFERENCE: Monday
	Tuesday	0.083	0.077	0.081	2.564*	1.584	2.593*	1.824	1.936	3.030*
	Wednesday	−0.041	−0.044	−0.031	1.014	0.515	0.552	1.011	0.910	0.980
	Thursday	−0.028	−0.035	−0.013	0.832	0.725	0.819	0.629	0.729	1.112
	Friday	0.013	0.002	0.029	1.325	1.219	0.987	0.658	0.770	0.425
	Saturday	−0.036	−0.041	−0.025	0.722	0.610	0.625	0.634	0.956	0.468
	Sunday	−0.007	−0.022	0.017	2.328^a	2.314^a	1.171	1.255	1.087	1.271
	Holiday month	−0.041	−0.049	−0.024	0.909	1.024	1.712	0.891	1.181	0.833
	Public holidays	0.019	−0.003	0.045	1.177	0.764	0.982	0.723	1.117	1.562
Weather
	Temperature ^b	0.104	0.054	0.167 *	0.995	1.761	1.744	0.955 *^/f	0.979	0.988
	Precipitation ^c	0.165 **	0.169 **	0.136 *	1.014	0.995	1.000	1.002	1.034*^/f	1.032*^a/f
	Humidity ^b	0.157 ^a	0.141^a	0.161^a	1.004	1.021	1.032 *^/f	1.002	1.011	1.014
	Barometric Pressure ^b	−0.055	−0.065	−0.032	0.970^a^f	0.994	1.013	0.969^a/f	0.984	0.960^a/f
	Wind Velocity^b	0.081	0.087	0.058	0.993	0.985	0.970	1.017	1.007	0.998
	Sunshine ^b	−0.027	−0.031	−0.018	0.916	0.984	0.979	0.749	0.685	0.855
Company posting
	Company-relevant content ^d	0.105 ^a	0.112^a	0.081	0.910	1.092	1.008	2.245**	1.836^a	3.124**
	Presence of image	0.052	0.072	0.012	1.258	1.313	0.809	1.120	1.182	1.325
	Number of words	0.102^a	0.058	0.162**	1.024**	1.029**^/f	1.037***^/f	1.012	1.003	1.018^a/f
Model	r²	0.099	0.100	0.087	0.138	0.140	0.193	0.175	0.138	0.224

Notes:

Significance^e: italic letter = ^a0.1, *0.05, **0.01, ***0.001; Logistic Regression Nagelkerke r². ^bAt the time of posting. ^cOn the day of posting. ^dCompany-related postings that focus on, e.g., product and service information; job offers or investment projects of the company; not company-related postings with general information about, e.g., the current energy transition, electric mobility, energy saving tips, events, things to do in the city or contests. ^eDue to the explorative character of this study and the limited sample of 321 postings, an expanded approach of four significance levels is applied (p < 0.001; p < 0.01; p < 0.05; p < 0.1). ^fProbability of comments or shares when changing the item indicators by one unit. For example, an increase from 5 to 6 °C or a decrease from 11 to 10 words in a posting

Source: Own compilation

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