Table 3.
Frequencies of post characteristics (N=392).
| Post characteristic | Frequency, n (%) | |
| Paid or organic |
|
|
|
|
Paid | 81 (20.7) |
|
|
Organic | 311 (79.3) |
| Communication technique |
|
|
|
|
Instructive/call-to-action | 204 (52.0) |
|
|
Emotional | 133 (33.9) |
|
|
Informative | 55 (14.0) |
| Post day |
|
|
|
|
Sunday | 36 (9.2) |
|
|
Monday | 51 (13.0) |
|
|
Tuesday | 69 (17.6) |
|
|
Wednesday | 56 (14.3) |
|
|
Thursday | 69 (17.6) |
|
|
Friday | 60 (15.3) |
|
|
Saturday | 51 (13.0) |
| Post type |
|
|
|
|
Photo | 231 (58.9) |
|
|
Link | 69 (17.6) |
|
|
Video | 92 (23.5) |
| Target behavior |
|
|
|
|
Act | 118 (30.1) |
|
|
Drink | 67(17.1) |
|
|
Eat | 139 (35.5) |
|
|
Other | 68 (17.3) |
| Post time |
|
|
|
|
6 am to 8 am | 111 (28.3) |
|
|
8 am to 5 pm | 202 (51.5) |
|
|
After 5 pm | 79 (20.2) |