. 2023 Feb 13;25:e42863. doi: 10.2196/42863

Table 4.

Effect of the framing strategy of Facebook posts on user engagement.

Framing strategy	More than the median number of likes (median N=294)	More than the median number of shares (median N=62)	More than the median number of comments (median N=104)
Negative framing^a, aOR^b (95% CI)^c	1.86 (0.99-3.50)	2.42^d (1.43-4.09)	2.42^d (1.37-4.26)
Positive framing^a, aOR (95% CI)	1.76 (0.94-3.31)	1.99^d (1.18-3.35)	1.96^e (1.12-3.43)
Posts containing a video, aOR (95% CI)	1.69 (0.73-3.91)	4.36^d (1.76-10.79)	4.42^d (1.83-10.65)
Observations, N	28,629	28,629	28,629

^aThe reference group of the outcome variable was neutral comments.

^baOR: adjusted odds ratio.

^cEstimates from logistic regressions were clustered by post ID. All regressions were further controlled for hourly trend, monthly fixed effects, and yearly fixed effects. Robust 95% CI values were clustered by post ID.

^dP<.01.

^eP<.05.