Table 1.

Identification of positive and negative predictors of the number of shares, comments, and likes using a negative binomial regression model.

Dimensions and subdimensions		Shares				Comments				Likes
		β	SE	95% CI	P value	β	SE	95% CI	P value	β	SE	95% CI	P value
Content
	Action	–.071	0.068	0.816-1.063	.29	.096	0.063	0.973-1.244	.13	.049	0.080	0.899-1.228	.53
	New evidence	–.253	0.064	0.685-0.881	<.001 a	.003	0.060	0.893-1.128	.95	–.053	0.077	0.816-1.102	.49
	Reassurance	–.053	0.072	0.824-1.092	.46	–.080	0.066	0.812-1.049	.22	–.059	0.086	0.797-1.116	.495
	Disease prevention	.057	0.078	0.909-1.234	.46	–.019	0.074	0.848-1.134	.79	–.054	0.097	0.783-1.145	.57
	Health care services	–.097	0.077	0.780-1.055	.21	.029	0.067	0.902-1.174	.67	.070	0.089	0.902-1.276	.43
	Uncertainty	–.090	0.138	0.697-1.197	.51	–.012	0.115	0.788-1.239	.92	.019	0.150	0.759-1.368	.90
Style
	Narrative	.283	0.064	1.170-1.506	<.001	.069	0.055	0.961-1.194	.21	.129	0.074	0.984-1.316	.08
	Nonnarrative	–.223	0.068	1.094-1.427	.001	.037	0.061	0.921-1.169	.54	.108	0.078	0.955-1.299	.17
Interactive
	Links to external sources	.319	0.087	1.160-1.633	< .001	.022	0.071	0.889-1.175	.76	.088	0.090	0.915-1.303	.33
	Use of hashtags	.079	0.081	0.923-1.268	.33	.059	0.070	0.925-1.216	.40	.016	0.092	0.848-1.217	.87
	Use of questions to solicit feedback	–.121	0.106	0.720-1.092	.26	–.321	0.090	0.608-0.865	<.001	–.463	0.116	0.501-0.790	<.001
	Use of multimedia	.057	0.023	1.011-1.108	.02	–.010	0.022	0.948-1.033	.64	–.046	0.029	0.903-1.011	.11

^aItalics indicate a significant relationship.