Table 1

Variables description

ContentDescriptionReference
Dependent variables
FavoritesNumber of favorites for each tweetSaxton et al. (2020) 
RetweetsNumber of retweets for each tweetSaxton et al. (2020) 
CommentsNumber of comments for each tweetHaro-de-Rosario et al. (2018) 
Independent variables
PhotoDummy variable that assumes value 1 if the tweet includes a photoMariani et al. (2018) 
VideoDummy variable that assumes value 1 if the tweet includes a videoMariani et al. (2018) 
Communication of group leaderDummy variable that assumes value 1 if the tweet relates to a group leader communicationEtter (2014) 
InnovationDummy variable that assumes value 1 if the tweet discloses information related to innovationEwe et al. (2014) 
SDGDummy variable that assumes value 1 if SDGs have been disclosed(Rosati and Faria, 2019) 
ControversialDummy variable that assumes value 1 if the communicating company belongs to a controversial sectorVollero et al. (2019) 
InteractionProduct between SDG and controversial 
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