Engagement	Ownership	Economic Capacity	Size	Online Community Size	Photo Format	Video Format	Other Formats	Health Promotion	Economic and Political Organizational Promotion	Political, Social and Environmental Issues Promotion	Activities Cultural and Events Organizational Promotion	Scientific Knowledge and Medical Studies Promotion
Pearson correlation matrix	Engagement	1.000	−0.361	−0.174	0.484	0.424	0.190	0.251	−0.021	0.171	0.162	0.141	0.168	0.325
	Ownership	−0.361	1.000	0.174	−0.433	0.054	−0.055	−0.035	0.095	−0.076	0.022	−0.122	0.002	−0.176
	Economic capacity	−0.174	0.174	1.000	0.021	−0.051	−0.026	0.049	0.093	0.005	0.067	0.085	0.017	0.039
	Size	0.484	−0.433	0.021	1.000	0.082	0.160	0.061	−0.012	0.113	0.119	0.299	0.062	0.234
	Online community size	0.424	0.054	−0.051	0.082	1.000	0.325	0.274	0.392	0.312	0.321	0.240	0.287	0.348
	Photo format	0.190	−0.055	−0.026	0.160	0.325	10.000	0.337	0.266	0.666	0.577	0.552	0.570	0.693
	Video format	0.251	−0.035	0.049	0.061	0.274	0.337	10.000	0.319	0.481	0.182	0.173	0.374	0.423
	Other formats	−0.021	0.095	0.093	−0.012	0.392	0.266	0.319	1.000	0.609	0.261	0.388	0.407	0.502
	Health promotion	0.171	−0.076	0.005	0.113	0.312	0.666	0.481	0.609	1.000	0.386	0.484	0.599	0.724
	Economic and political organizational promotion	0.162	0.022	0.067	0.119	0.321	0.577	0.182	0.261	0.386	1.000	0.403	0.564	0.592
	Political, social and environmental issues promotion	0.141	−0.122	0.085	0.299	0.240	0.552	0.173	0.388	0.484	0.403	1.000	0.469	0.560
	Activities cultural and events organizational promotion	0.168	0.002	0.017	0.062	0.287	0.570	0.374	0.407	0.599	0.564	0.469	1.000	0.708
	Scientific knowledge and medical studies promotion	0.325	−0.176	0.039	0.234	0.348	0.693	0.423	0.502	0.724	0.592	0.560	0.708	1.000
Sig. (unilateral)	Engagement	−	0.000	0.025	0.000	0.000	0.017	0.002	0.408	0.028	0.035	0.058	0.030	0.000
	Ownership	0.000	−	0.026	0.000	0.275	0.269	0.347	0.144	0.200	0.402	0.087	0.493	0.024
	Economic capacity	0.025	0.026	−	0.407	0.286	0.388	0.292	0.151	0.477	0.228	0.172	0.424	0.334
	Size	0.000	0.000	0.407	−	0.180	0.037	0.247	0.448	0.103	0.092	0.000	0.245	0.004
	Online community size	0.000	0.275	0.286	0.180	−	0.000	0.001	0.000	0.000	0.000	0.003	0.001	0.000
	Photo format	0.017	0.269	0.388	0.037	0.000	−	0.000	0.001	0.000	0.000	0.000	0.000	0.000
	Video format	0.002	0.347	0.292	0.247	0.001	0.000	−	0.000	0.000	0.020	0.026	0.000	0.000
	Other formats	0.408	0.144	0.151	0.448	0.000	0.001	0.000	−	0.000	0.002	0.000	0.000	0.000
	Health promotion	0.028	0.200	0.477	0.103	0.000	0.000	0.000	0.000	−	0.000	0.000	0.000	0.000
	Economic and political organizational promotion	0.035	0.402	0.228	0.092	0.000	0.000	0.020	0.002	0.000	−	0.000	0.000	0.000
	Political, social and environmental issues promotion	0.058	0.087	0.172	0.000	0.003	0.000	0.026	0.000	0.000	0.000	−	0.000	0.000
	Activities cultural and events organizational promotion	0.030	0.493	0.424	0.245	0.001	0.000	0.000	0.000	0.000	0.000	0.000	−	0.000
	Scientific knowledge and medical studies promotion	0.000	0.024	0.334	0.004	0.000	0.000	0.000	0.000	0.000	0.000	0.000	0.000	−