Table 4.
Factors associated with audience engagement fixed by Multiple Linear Regression (MLR) model
| Variables | Log (likes) | Log (likes/days) | Log (shares) | |||
|---|---|---|---|---|---|---|
| β (95% CI) | P | β (95% CI) | P | β (95% CI) | P | |
| Video property (Yes = 1, No = 0) | ||||||
| People presence | 1.331 (0.473 to 2.190) | 0.003 | 1.389 (0.555 to 2.222) | 0.001 | 0.598 (-0.245 to 1.441) | 0.163 |
| Marked education | -0.198 (-0.846 to 0.450) | 0.547 | -0.392 (-1.021 to 0.237) | 0.221 | -0.394 (-1.029 to 0.242) | 0.224 |
| Background Music | -0.135 (-0.797 to 0.527) | 0.688 | -0.240 (-0.882 to 0.402) | 0.463 | 0.094 (-0.556 to 0.744) | 0.776 |
| Emoji | 0.274 (-0.431 to 0.980) | 0.444 | 0.340 (-0.345 to 1.025) | 0.328 | -0.178 (-0.865 to 0.510) | 0.610 |
| Animation/flash | -0.249 (-1.011 to 0.513) | 0.52 | -0.265 (-1.005 to 0.475) | 0.481 | -0.592 (-1.336 to 0.152) | 0.118 |
| Video source | ||||||
| ISCs & FPOs (Ref.) | 0 | NA | 0 | NA | 0 | NA |
| HCPs | -1.857 (-2.667 to -1.047) | < 0.001 | -1.425 (-2.211 to -0.639) | < 0.001 | -1.585 (-2.378 to -0.791) | < 0.001 |
| NPOs | -0.838 (-1.639 to -0.036) | 0.041 | -0.903 (-1.680 to -0.125) | 0.023 | -0.429 (-1.221 to 0.363) | 0.286 |
| Video duration | ||||||
| < 30 s (Ref.) | 0 | NA | 0 | NA | 0 | NA |
| 30—59 s | 0.029 (-0.869 to 0.928) | 0.949 | -0.425 (-1.298 to 0.447) | 0.338 | -0.188 (-1.064 to 0.689) | 0.673 |
| 60—119 s | -0.567 (-1.483 to 0.349) | 0.223 | -0.974 (-1.863 to -0.085) | 0.032 | -0.369 (-1.265 to 0.527) | 0.418 |
| ≥ 120 s | -1.768 (-2.938 to -0.597) | 0.003 | -1.797 (-2.933 to -0.661) | 0.002 | -1.096 (-2.264 to 0.072) | 0.066 |
| Video content (2 = Fully mentioned, 1 = Partially mentioned, and 0 = Not mentioned) | ||||||
| Definition | 0.218 (-0.267 to 0.702) | 0.377 | -0.023 (-0.494 to 0.447) | 0.922 | 0.018 (-0.456 to 0.493) | 0.939 |
| Signs | 0.434 (0 to 0.868) | 0.050 | 0.339 (-0.082 to 0.76) | 0.114 | 0.145 (-0.277 to 0.567) | 0.498 |
| Risk Factors | 0.474 (0.126 to 0.822) | 0.008 | 0.306 (-0.032 to 0.644) | 0.075 | 0.398 (0.058 to 0.738) | 0.022 |
| Evaluation | 0.020 (-0.374 to 0.415) | 0.919 | 0.155 (-0.228 to 0.538) | 0.426 | -0.152 (-0.539 to 0.235) | 0.441 |
| Management | 0.679 (0.269 to 1.089) | 0.001 | 0.383 (-0.015 to 0.782) | 0.059 | 0.496 (0.087 to 0.905) | 0.018 |
| Outcomes | 0.764 (0.350 to 1.178) | < 0.001 | 0.816 (0.414 to 1.219) | < 0.001 | 0.774 (0.368 to 1.181) | < 0.001 |
HCPs Healthcare professionals, NPOs Non-profit organizations, ISCs & FPOs Individual science communicators and for-profit organizations, Ref Reference, NA Not available