Table 7. Results of the negative binomial regression model for the share count.

	Parameter	B	Sig.	Exp(B)
	(Intercept)	–13.024	.000	2.206E-06
Headline	Word length (avg.)	–0.374	.000	0.688***
	Word count (log2)	–0.079	.131	0.924
	Question count	–0.405	.001	0.667***
	Unusual punctuation	0.889	.000	2.432***
	Common phrases	–0.304	.000	0.738***
	Unigrams	–0.254	.003	0.776**
	Sentiment	0.105	.133	1.111
Post text	Word length (avg.)	0.061	.011	1.063*
	Word count (log2)	0.167	.000	1.182***
	Question count	-0.808	.018	0.446*
	Unusual punctuation	–0.440	.000	0.644***
	Common phrases	0.413	.000	1.512***
	Unigrams	0.240	.006	1.272**
	Sentiment	0.039	.551	1.040
Topics	Business	-0.053	.542	0.949
	Crime	–0.443	.000	0.642***
	Education	–0.466	.000	0.627***
	Environment	–0.548	.059	0.547
	Travel	–1.196	.000	0.302***
	Media & Celebrities	–0.666	.000	0.514***
	Lifestyle	–0.397	.000	0.612***
	Politics	–0.107	.108	0.902
	Sports	–0.043	.769	0.957
Controls	Origin United States	–0.047	.380	0.954
	Tabloid	0.825	.000	2.283***
	Site follower (log2)	0.868	.000	2.375***
	(Scale)	1
	(Negative binomial)	2.375

* p ≤ .05

** p ≤ .01

*** p ≤ .001.