Table 9. Overview of the hypothesized effects and the actual effects.

Feature	Hypothesized effect		Reactions	Shares	Comments
Average word length	Negative	Headline	Negative	Negative	Negative
		Post text	n.s.	Positive	Positive
Number of words	Positive	Headline	n.s.	n.s.	Negative
		Post text	Positive	Positive	Positive
Contains questions	Positive	Headline	n.s.	Negative	n.s.
		Post text	Negative	Negative	n.s.
Unusual punctuation	Positive	Headline	Positive	Positive	Positive
		Post text	Negative	Negative	n.s.
Typical clickbait phrases	Positive	Headline	Negative	Negative	Negative
		Post text	n.s.	Positive	n.s.
Unigrams	Positive	Headline	n.s.	Negative	Negative
		Post text	Positive	Positive	Positive
Sentiment	Positive	Headline	Positive	n.s	n.s
		Post text	n.s	n.s	Negative