Descriptive statistics
| Emotion | Mean | High (vs low) anthropomorphism | Macro (vs micro) | Independent (vs brand-owned) |
|---|---|---|---|---|
| Positive emotion | 2.81 | 2.90 (2.76) | 2.83 (2.80) | 2.77 (2.99) |
| Negative emotion | 1.43 | 1.47 (1.40) | 1.49 (1.39) | 1.46 (1.37) |
| Anxiety | 0.43 | 0.47 (0.39) | 0.48 (0.40) | 0.46 (0.37) |
| Anger | 0.32 | 0.35 (0.29) | 0.36 (0.30) | 0.35 (0.28) |
| Sadness | 0.41 | 0.47 (0.40) | 0.46 (0.40) | 0.47 (0.39) |
| Likes | 7,189 | 8,814 (5,398) | 11,746 (1,467) | 9,595 (5,979) |
| Emotion | Mean | High (vs low) anthropomorphism | Macro (vs micro) | Independent (vs brand-owned) |
|---|---|---|---|---|
| Positive emotion | 2.81 | 2.90 (2.76) | 2.83 (2.80) | 2.77 (2.99) |
| Negative emotion | 1.43 | 1.47 (1.40) | 1.49 (1.39) | 1.46 (1.37) |
| Anxiety | 0.43 | 0.47 (0.39) | 0.48 (0.40) | 0.46 (0.37) |
| Anger | 0.32 | 0.35 (0.29) | 0.36 (0.30) | 0.35 (0.28) |
| Sadness | 0.41 | 0.47 (0.40) | 0.46 (0.40) | 0.47 (0.39) |
| Likes | 7,189 | 8,814 (5,398) | 11,746 (1,467) | 9,595 (5,979) |
Source(s): Created by authors