Summary statistics of the sample posts
| Variable | Mean | SD | Min. | Max. |
|---|---|---|---|---|
| Follower count | 43298.302 | 42086.468 | 10,026 | 285,037 |
| Like count | 1503.161 | 1681.485 | 78 | 12,722 |
| Comment count | 16.336 | 16.119 | 1 | 103 |
| PCS | 0.268 | 0.076 | 0.096 | 0.773 |
| Variable | Mean | SD | Min. | Max. |
|---|---|---|---|---|
| Follower count | 43298.302 | 42086.468 | 10,026 | 285,037 |
| Like count | 1503.161 | 1681.485 | 78 | 12,722 |
| Comment count | 16.336 | 16.119 | 1 | 103 |
| PCS | 0.268 | 0.076 | 0.096 | 0.773 |
| Frequency(percentage) | |
|---|---|
| Authenticity | 92 (44.9) |
| Vividness | 86 (42.0) |
| Coolness | 99 (48.3) |
| Congruence | 107 (52.2) |
| Product-centeredness | 81 (39.5) |
| Frequency(percentage) | |
|---|---|
| Authenticity | 92 (44.9) |
| Vividness | 86 (42.0) |
| Coolness | 99 (48.3) |
| Congruence | 107 (52.2) |
| Product-centeredness | 81 (39.5) |