TABLE 1.

Model results table.

	(1)	(2)	(3)
	Likes	Comments	Shares
Independent variable Community	–0.215**	–0.107	–0.604***
	(–2.040)	(–0.925)	(–5.302)
Action	0.177**	0.470***	0.203**
	(2.030)	(4.570)	(2.052)
Affec_response	0.249***	0.345***	0.115
	(3.370)	(4.745)	(1.397)
Inter_response	0.119	0.226***	0.086
	(1.492)	(2.613)	(0.981)
Co_response	0.171**	0.148**	0.242***
	(2.461)	(2.176)	(3.174)
Discretionary purchases	0.648***	–0.108	–1.834***
	(4.344)	(–0.653)	(–12.193)
Brand image	0.397***	0.286***	0.382***
Control variable	(5.046)	(3.374)	(4.283)
Post scheduling	–0.108*	–0.001	–0.017
	(–1.768)	(–0.009)	(–0.258)
Weekdays	–0.232**	–0.263***	–0.312***
	(–2.367)	(–2.722)	(–2.855)
Lenth of post	–0.000	–0.000	–0.000
	(–0.224)	(–0.391)	(–0.846)
Hashtags	0.042	0.009	0.223***
	(0.541)	(0.118)	(2.832)
Link	–0.046	0.431***	0.739***
	(–0.440)	(3.956)	(5.682)
Picture	0.244***	0.392***	0.357***
	(3.118)	(4.997)	(4.759)
Video	–0.018	–0.207***	0.120
	(–0.239)	(–2.616)	(1.400)
Number of post	0.000***	0.000***	0.000**
	(5.733)	(5.758)	(2.407)
Fans of brand	0.000***	0.000***	0.000**
	(3.757)	(3.672)	(1.990)
Posting frequency	0.041	–0.348***	–0.330***
	(1.061)	(–7.825)	(–7.688)
_cons	3.430***	3.238***	3.891***
	(13.591)	(11.653)	(13.986)
Number of obs	1,519	1,519	1,519
R-squared	19.68%	26.45%	29.32%
F-test	22.847	41.390	39.889
Prob > F	0.000	0.000	0.000
AIC	4806.879	4838.270	5079.557
BIC	4902.744	4934.135	5175.421

***p < 0.01, **p < 0.05, *p < 0.1.

AIC, Akaike information criterion; BIC, Bayesian information criterion.