| Features | Description | Type | Value |
|---|---|---|---|
| Vividness | |||
| Emojis | Number of emojis in a post. | Discrete, numerical | ≥0 |
| Images | Number of images in a post. | Discrete, numerical | ≥0 |
| Videos | Number of videos in a post. | Discrete, numerical | ≥0 |
| Interactivity | |||
| Hashtags | Number of hashtags in a post. | Discrete, numerical | ≥0 |
| Links | Number of links in a post. | Discrete, numerical | ≥0 |
| Mentions | Number of user mentions in a post. | Discrete, numerical | ≥0 |
| Poll | Post is a poll. | Binary | 1: if poll, 0: otherwise |
| Question | Post is a question. | Binary | 1: if question, 0: otherwise |
| Practicality | |||
| Daytime | Post is submitted in daytime. | Binary | 1: if daytime, 0: otherwise |
| Weekday | Post is submitted on weekdays. | Binary | 1: if weekdays, 0: otherwise |
| Position | Duration at top position in minutes. | Discrete, numerical | ≥0 |
| Text length | Number of characters in post message. | Discrete, numerical | ≥0 |
| Holiday | If the post is about a holiday. | Binary | 1: if about holiday, 0: otherwise |
| Emotional appeal | |||
| Happy | Post stimulates happiness. | Binary | 1: if happy, 0: otherwise |
| Surprise | Post stimulates surprise. | Binary | 1: if surprise, 0: otherwise |
| Sad | Post stimulates sadness. | Binary | 1: if sad, 0: otherwise |
| Anger | Post stimulates anger. | Binary | 1: if anger, 0: otherwise |
| Disgust | Post stimulates disgust. | Binary | 1: if disgust, 0: otherwise |
| Fear | Post stimulates fear. | Binary | 1: if fear, 0: otherwise |
| Neutral | No emotions are attached to the post. | Base variable | |
| Information | Post is about a product. | Binary | 1: if about product, 0:otherwise |
| Entertainment | Post is about sports, TV, music, events. | Binary | 1: if entertaining, 0:otherwise |
| Industry (Control) | |||
| Logistics | Brand in Logistics industry. | Binary | 1: if from Logistics, 0:otherwise |
| Food Service | Brand in Food Service industry. | Binary | 1: if Food Service, 0:otherwise |
| Personal Care | Brand in Personal Care industry. | Binary | 1: if Personal Care, 0:otherwise |
| Retail | Brand in Retail industry. | Binary | 1: if Retail, 0:otherwise |
| Financial Services | Brand in Finance industry. | Binary | 1: if Financial Ser., 0:otherwise |
| FMCG | Brand in FMCG industry. | Binary | 1: if FMCG, 0:otherwise |
| Automotive | Brand in Automotive industry. | Binary | 1: if Automotive, 0:otherwise |
| Technology | Brand in Technology industry. | Base variable | |
| Followers (Control) | Number of followers. | Discrete, numerical | ≥0 |
| Features | Description | Type | Value |
|---|---|---|---|
| Emojis | Number of emojis in a post. | Discrete, numerical | ≥0 |
| Images | Number of images in a post. | Discrete, numerical | ≥0 |
| Videos | Number of videos in a post. | Discrete, numerical | ≥0 |
| Hashtags | Number of hashtags in a post. | Discrete, numerical | ≥0 |
| Links | Number of links in a post. | Discrete, numerical | ≥0 |
| Mentions | Number of user mentions in a post. | Discrete, numerical | ≥0 |
| Poll | Post is a poll. | Binary | 1: if poll, 0: otherwise |
| Question | Post is a question. | Binary | 1: if question, 0: otherwise |
| Daytime | Post is submitted in daytime. | Binary | 1: if daytime, 0: otherwise |
| Weekday | Post is submitted on weekdays. | Binary | 1: if weekdays, 0: otherwise |
| Position | Duration at top position in minutes. | Discrete, numerical | ≥0 |
| Text length | Number of characters in post message. | Discrete, numerical | ≥0 |
| Holiday | If the post is about a holiday. | Binary | 1: if about holiday, 0: otherwise |
| Happy | Post stimulates happiness. | Binary | 1: if happy, 0: otherwise |
| Surprise | Post stimulates surprise. | Binary | 1: if surprise, 0: otherwise |
| Sad | Post stimulates sadness. | Binary | 1: if sad, 0: otherwise |
| Anger | Post stimulates anger. | Binary | 1: if anger, 0: otherwise |
| Disgust | Post stimulates disgust. | Binary | 1: if disgust, 0: otherwise |
| Fear | Post stimulates fear. | Binary | 1: if fear, 0: otherwise |
| Neutral | No emotions are attached to the post. | Base variable | |
| Post is about a product. | Binary | 1: if about product, 0:otherwise | |
| Post is about sports, TV, music, events. | Binary | 1: if entertaining, 0:otherwise | |
| Logistics | Brand in Logistics industry. | Binary | 1: if from Logistics, 0:otherwise |
| Food Service | Brand in Food Service industry. | Binary | 1: if Food Service, 0:otherwise |
| Personal Care | Brand in Personal Care industry. | Binary | 1: if Personal Care, 0:otherwise |
| Retail | Brand in Retail industry. | Binary | 1: if Retail, 0:otherwise |
| Financial Services | Brand in Finance industry. | Binary | 1: if Financial Ser., 0:otherwise |
| FMCG | Brand in FMCG industry. | Binary | 1: if FMCG, 0:otherwise |
| Automotive | Brand in Automotive industry. | Binary | 1: if Automotive, 0:otherwise |
| Technology | Brand in Technology industry. | Base variable | |
| Number of followers. | Discrete, numerical | ≥0 | |
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