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Use of creative elements by Fitbit and Garmin across Facebook, Twitter, and Instagram social media posts. Creative elements appearing in <5% for both Fitbit and Garmin are omitted. Significant differences between Fitbit and Garmin in use of a creative element are included in bold. Creative elements below the identity line are characteristic of Fitbit, while those above the identity line are characteristic of Garmin. The dotted lines connect creative elements that are polar opposites.
