Table 3.
Effects of message type on click-through rate adjusted for social media type for the 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.
| Variable | n (%) | Click-through ratea (95% CI; n=1062) | Comparison | P valueb | |
| Advertisement type | |||||
|
|
Organic | 346 (27.1) | 0.0074 (0.0047-0.0100) | Organic versus paid | <.001 |
|
|
Paid | 716 (56.2) | 0.0022 (0.0017-0.0027) | Organic versus paid | <.001 |
| Social media type | |||||
|
|
346 (27.1) | 0.0043 (0.0030-0.0057) | Instagram versus Facebook | <.001 | |
|
|
245 (19.2) | 0.0064 (0.0045-0.0084) | Instagram versus Twitter | <.001 | |
|
|
471 (36.9) | 0.0022 (0.0016-0.0028) | Twitter versus Facebook | <.001 | |
aAll estimates are mutually adjusted.
bP values were obtained using multilevel mixed effects negative binomial regression, followed by the calculation of marginal means.