Table 5. Interactive behaviours recorded on social media in this study.

Platform	Item-Level Behaviours			Link-Level Behaviours
	1	2	3	4	5	6
	Like	Comment	Share	Click Through	Visit Duration	Retention Rate
Facebook	Like	Comment	Share	Click Through	Visit Duration	Retention Rate
Twitter	Favourite	Reply	Retweet	Click Through	Visit Duration	Retention Rate
Google+	+1	Comment	Share	Click Through	Visit Duration	Retention Rate
Instagram	❤	Comment	n/a	n/a	n/a	n/a

Different platforms use different names for similar behaviours. This study uses the Facebook terminology.