Table 2.

Test of interaction effect between content, style, and the interactive dimension.

Interactions			Shares											Comments											Likes
			df		MSa		F test		P value		ηp2		Df			MS		F test		P value		ηp2		df			MS		F test		P value		ηp2
Content x style
	Content	5		74,362,796.0		3.627		.003		0.0295		5			13,679,259.3		0.804		.55		0.0067		5			1,600,144,996.5		0.213		.96		0.0018
	Style	1		2,955,797.2		0.144		.70		0.0002		1			644,487.0		0.038		0.85		0.0001		1			856,248,211.1		0.114		.74		0.0002
	Content x style	5		14,294,815.4		0.697		.63		0.0058		5			35,061,851.2		2.060		.07		0.0170		5			17,759,392,993.4		2.367		.04 b		0.0194
	Error	597		20,504,947.6		N/Ac		N/A		N/A		597			17,018,927.7		N/A		N/A		N/A		597			7,502,954,304.2		N/A		N/A		N/A
Content x interactive
	Content	5		14,588,523.9		0.706		.62		0.0059		5			7,622,337.7		0.452		.81		0.0038		5			2,892,590,073.7		0.384		.86		0.0032
	Interactive	3		12,299,580.7		0.595		.61		0.0030		3			15,422,984.7		0.914		.43		0.0046		3			8,720,670,460.3		1.158		.33		0.0059
	Content x interactive	9		7,690,008.8		0.372		.95		0.0056		9			12,698,088.8		0.753		.66		0.0114		9			6,061,808,678.1		0.805		.61		0.0121
	Error	590		20,657,294.6		N/A		N/A		N/A		590			16,865,817.6		N/A		N/A		N/A		590			7,532,498,681.0		N/A		N/A		N/A
Style x interactive
	Style	1		4,166,367.8		0.195		.66		0.0003		1			543,790.1		0.032		.86		0.0001		1			454,343,258.8		0.060		.81		0.0001
	Interactive	3		8,001,481.9		0.374		.77		0.0019		3			13,205,355.1		0.775		.51		0.0039		3			5,564,405,021.7		0.736		.53		0.0037
	Style x interactive	3		11,004,271.3		0.514		.67		0.0026		3			4,937,789.1		0.290		83		0.0014		3			882,821,621.1		0.117		.95		0.0006
	Error	600		21,411,044.7		N/A		N/A		N/A		600			17,039,291.1		N/A		N/A		N/A		600			7,560,858,471.6		N/A		N/A		N/A

^aMS: mean square.

^bItalics indicate a significant interaction effect.

^cN/A: not applicable.