Table 3.
Comparison of post characteristics according to role of poster.
| Patient | Dental interest group | Dentist | Company | P | ||
|---|---|---|---|---|---|---|
| No. of likes/views | Mean ± SD | 580.16 ± 1,282.14 | 901.39 ± 1,840.28 | 674.47 ± 1,439 | 201.90 ± 394.2 | .232 |
| Median (IQR) | 60 (551) | 70.5 (717) | 80 (250) | 29 (67) | ||
| No. of comments | Mean ± SD | 27.07 ± 49.734 | 71.41 ± 274.69 | 26.13 ± 58.64 | 11.38 ± 17.73 | .822 |
| Median (IQR) | 7 (31) | 3.5 (20) | 2 (20) | 3 (14) | ||
| No. of followers | Mean ± SD | 43,150.86 ± 94,156.09 | 123,219.05 ± 323,489.52 | 44,423.07 ± 69,088.29 | 79,937.31 ± 235,883.90 | .097 |
| Median (IQR) | 4,078.5 (20,483) | 15,550 (110,698) | 9,300 (87,755) | 7,849 (30,075) | ||
| Content type: n (%) | Photo | 35 (36.5) | 30 (31.3) | 6 (6.3) | 25 (26) | .016* |
| Video | 21 (43.8) | 14 (29.2) | 9 (18.8) | 4 (8.3) | ||
| Post content: n (%) | Educational | 33 (58.9) | 10 (17.9) | 11 (19.6) | 2 (3.6) | <.001* |
| Promotional | 23 (26.1) | 34 (38.6) | 4 (4.5) | 27 (30.7) | ||
| Post theme: n (%) | Marketing | 23 (26.1) | 34 (38.6) | 4 (4.5) | 27 (30.7) | <.001* |
| Sharing experience | 29 (93.5) | 1 (3.2) | 0 (0.0) | 1 (3.2) | ||
| Information giving | 4 (16) | 9 (36) | 11 (44) | 1 (4) | ||
| Post type: n (%) | Practice advertisement | 0 (0) | 3 (42.9) | 4 (57.1) | 0 (0) | <.001* |
| Product advertisement | 56 (40.9) | 41 (29.9) | 11 (8) | 29 (21.2) | ||
| Account type: n (%) | Clinician | 0 (0) | 4 (21.1) | 15 (78.9) | 0 (0) | <.001* |
| Dental company | 5 (7.5) | 33 (49.3) | 0 (0) | 29 (43.3) | ||
| Dental practice | 11 (64.7) | 6 (35.3) | 0 (0) | 0 (0) | ||
| Influencer | 40 (97.6) | 1 (2.4) | 0 (0) | 0 (0) | ||
| Accuracy of claims: n (%) | Fact | 12 (24.5) | 19 (38.8) | 11 (22.4) | 7 (14.3) | .001* |
| Non-fact | 44 (46.3) | 25 (26.3) | 4 (4.2) | 22 (23.2) |
IQR, interquartile range; SD, standard deviation.
*
Significant at P < 0.05.