Table 2.
Least Absolute Shrinkage and Selection Operator (LASSO) regression coefficients.
| Coefficients | Coefficients | |
|---|---|---|
| Engagement (intercept) | 0.279 | 2.850 |
| Predictors | ||
| Fields | ||
| Food Industry Brands | −0.033 | |
| Health Organisations | 0.422 | 0.280 |
| Lifestyle Personalities | Ref. | Ref. |
| Nutrition professionals | 0.274 | |
| Origin of post | ||
| Uploaded content | Ref. | Ref. |
| Reposted content | −0.449 | |
| Caption count | 0.584 | |
| Hashtags used | ||
| No | Ref. | Ref. |
| Yes | 0.0002 | |
| Links to health information | ||
| No | Ref. | Ref. |
| Yes | 2.204 | |
| Content type | ||
| Health promoting | Ref. | |
| Other | Ref. | 0.020 |
| Prompting engagement | ||
| None | Ref. | Ref. |
| Announcement | 0.064 | |
| Requires a response | ||
| Requires an action | 0.053 | |
| Encouragement to eat | ||
| None | Ref. | Ref. |
| Encouragement to eat, general | −0.751 | |
| Encouragement to eat, specific | ||
| Food shown | ||
| Encouragement to exercise | ||
| No | Ref. | Ref. |
| Yes | −0.645 | |
| Emotion/hedonic sensations | ||
| Positively induces | Ref. | Ref. |
| Negatively induces | ||
| None | −0.021 | |
| Tone | ||
| Positive | Ref. | Ref. |
| Neutral | ||
| Negative | −0.699 | |
| Social media strategy used | ||
| Visually appealing | ||
| Statistics/facts | ||
| Relates to a product | ||
| Personal content/relatable content | Ref. | Ref. |
| Humorous | 1.815 |
Abbreviations: ‘Ref.’ reference category for overall strategies. Overall strategies are in bold (e.g., tone), with subcategories stated below (e.g., positive, negative). If the LASSO sent all variables within a strategy group to zero, the group was not presented in the table.