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. 2019 Jan 14;5(1):e11132. doi: 10.2196/11132

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©James Kite, Anne Grunseit, Vincy Li, John Vineburg, Nathan Berton, Adrian Bauman, Becky Freeman. Originally published in JMIR Public Health and Surveillance (http://publichealth.jmir.org), 14.01.2019.

This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in JMIR Public Health and Surveillance, is properly cited. The complete bibliographic information, a link to the original publication on http://publichealth.jmir.org, as well as this copyright and license information must be included.

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Predicted number of likes, shares, comments, and consumers by paid/organic status and post type, adjusting for reach. Note: marginal means calculated for post type by paid/organic (mean values for other covariates) based on negative binomial regressions presented in Table 5.