Table 2.
Comparison of post characteristics according to post content.
| Educational | Promotional | p-value | ||
|---|---|---|---|---|
| No. of likes/views | Mean ± SD | 876.05 ± 1,690.28 | 443.90 ± 1,147.36 | .004* |
| Median (IQR) | 120 (749) | 36 (194) | ||
| No. of comments | Mean ± SD | 70.66 ± 244.33 | 16.17 ± 38.81 | .014* |
| Median (IQR) | 9.5 (46) | 2.5 (13) | ||
| No. of followers | Mean ± SD | 55,881 ± 100,384.952 | 87,423.61 ± 266,903.77 | .632 |
| Median (IQR) | 6,779 (85,567) | 7,912.5 (28,966) | ||
| Content type: n (%) | Photo | 28 (29.2) | 68 (70.8) | .001* |
| Video | 28 (58.3) | 20 (41.7) | ||
| Post role: n (%) | Patient | 33 (58.9) | 23 (41.1) | <.001* |
| Dental interest group | 10 (22.7) | 34 (77.3) | ||
| Dentist | 11 (73.3) | 4 (26.7) | ||
| Company | 2 (6.9) | 27 (93.1) | ||
| Post theme: n (%) | Marketing | 0 (0) | 88 (100) | <.001* |
| Sharing experience | 31 (100) | 0 (0) | ||
| Information giving | 25 (100) | 0 (0) | ||
| Post type: n (%) | Practice advertisement | 7 (100) | 0 (0) | .001* |
| Product advertisement | 49 (35.8) | 88 (64.2) | ||
| Account type: n (%) | Clinician | 14 (73.7) | 5 (26.3) | <.001* |
| Company | 6 (9) | 61 (91) | ||
| Practice | 16 (94.1) | 1 (5.9) | ||
| Influencer | 20 (48.8) | 21 (51.2) | ||
| Accuracy of claims: n (%) | Fact | 19 (38.8) | 30 (61.2) | .984 |
| Non-fact | 37 (38.9) | 58 (61.1) |
IQR, interquartile range; SD, standard deviation.
*
Significant at P < .05.