Table 2.
Ratings of ads with varying “likes” and comments.
| Outcome Measures | Ads with <100 “Likes” | Ads with 1000-10,000 “Likes” | Ads with >10,000 “Likes” | ||||
|
|
No comment condition |
Comment condition |
No comment condition |
Comment condition |
No comment condition |
Comment condition |
|
| How much do you like this ad? (0, not at all to 100, very much) | 61.88 (1.34) | 65.15 (1.25) | 66.28 (1.34)a | 65.77 (1.25) | 67.74 (1.33)a | 66.88 (1.24) | |
| Would you “like” this ad on social media? (% who said “yes”) | 65.7% | 67.8% | 67.3% | 69.1% | 70.7%b | 74.6% | |
| Would you comment on this ad on social media? (% who said “yes”) | 37.9% | 37.8% | 34.2% | 40.2% | 37.1% | 40.6% | |
aHolm-Bonferroni adjusted P<.001 comparing medium or high likes and low likes conditions.
bHolm-Bonferroni adjusted P<.02 comparing high likes and low likes conditions.