Table 2.
Summary statistics of dependent and independent variables and control variables.
| Variables | Mean (SD) | Minimum | Maximum | |||
| Dependent variable |
|
|
|
|||
|
|
Shares | 7.10 (154.85) | 0 | 71,668 | ||
| Independent variables, mean (SD) x 10–2 |
|
|
|
|||
|
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Beverage | 0.33 (5.72) | 0 | 1 | ||
|
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Coffee | 0.91 (9.59) | 0 | 1 | ||
|
|
Sweet | 1.77 (13.20) | 0 | 1 | ||
|
|
Dessert & bakery | 0.33 (5.73) | 0 | 1 | ||
|
|
Fruits | 5.44 (22.68) | 0 | 1 | ||
|
|
Herbs & spices | 0.30 (5.51) | 0 | 1 | ||
|
|
Menthol & mint | 0.84 (9.12) | 0 | 1 | ||
|
|
Nutty | 0.31 (5.58) | 0 | 1 | ||
|
|
Cream | 1.37 (11.64) | 0 | 1 | ||
|
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Tobacco | 0.16 (4.04) | 0 | 1 | ||
|
|
Chocolate | 0.41 (6.39) | 0 | 1 | ||
| Control variables |
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|
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|||
|
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Promotion | 0.04 (0.19) | 0 | 1 | ||
|
|
Posts | 618.11 (780.06) | 1 | 5,980 | ||
|
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Average share | 7.10 (18.51) | 0 | 2,258 | ||
|
|
Topic 1 | 0.33 (0.08) | 0.03 | 0.97 | ||
|
|
Topic 2 | 0.34 (0.07) | 0.01 | 0.91 | ||
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Topic 3 | 0.33 (0.07) | 0.01 | 0.94 | ||
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|
URL mention | 0.14 (0.35) | 0 | 1 | ||
|
|
Hashtag | 0.12 (0.33) | 0 | 1 | ||