Table 2.

Comparison of website CTR by social media type for analysis of 1275 antismoking health messages that were posted across three social media platforms (Twitter, Facebook, and Instagram) between April 19 and July 12, 2017.

Social media type	CTRa (95% CI)	P valuesb for the comparisons of the CTRs among the three social media types
		Facebook	Instagram	Twitter
Facebook	0.2213 (0.1932-0.2495)	N/Ac	<.001	<.001
Instagram	0.0334 (0.0230-0.0438)	N/A	N/A	<.001
Twitter	0.6308 (0.5640-0.6975)	N/A	N/A	N/A

^aCTR: click-through rate.

^bP values were obtained using multilevel mixed effects negative binomial regression.

^cN/A: not applicable.