Appendix 10 Comparing coefficients hypothesis 9B ((log)likes) Model Summary Adjusted R Std. Error of the Model R R Square Square Estimate 1 ,919a ,845 ,839 ,55634 ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 539,450 13 41,496 134,071 ,000a Residual 98,733 319 ,310 Total 638,184 332 Coefficientsa Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) -4,352 ,543 -8,013 ,000 Brand distinction ,053 ,104 ,019 ,509 ,611 Number of fans LOG ,834 ,043 ,959 19,327 ,000 Admin posts -,339 ,066 -,124 -5,117 ,000 Positive mood words ,000 ,141 ,000 -,005 ,996 Message distinction ,093 ,093 ,026 1,007 ,315 dummy 1 Post day weekend -,132 ,066 -,045 -2,004 ,046 dummy 2 Length short -,558 ,071 -,185 -7,893 ,000 dummy 5 Time morning ,499 ,229 ,055 2,178 ,030 dummy 6 Time afternoon -,082 ,115 -,028 -,716 ,475 dummy 7 Time evening -,117 ,114 -,042 -1,033 ,303 dummy 10 Convenience -,117 ,165 -,042 -,710 ,478 good brand dummy 12 Visual Yes ,389 ,101 ,140 3,832 ,000 dummy 10 x dummy 12 -,631 ,141 -,191 -4,489 ,000 (convenience x visualyes)
Appendix 10 Comparing coefficients hypothesis 9B ((log)likes) Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 ,919a ,845 ,839 ,55634 ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 539,450 13 41,496 134,071 ,000a Residual 98,733 319 ,310 Total 638,184 332 Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) -4,352 ,543 -8,013 ,000 Brand distinction ,053 ,104 ,019 ,509 ,611 Number of fans LOG ,834 ,043 ,959 19,327 ,000 Admin posts -,339 ,066 -,124 -5,117 ,000 Positive mood words ,000 ,141 ,000 -,005 ,996 Message distinction ,093 ,093 ,026 1,007 ,315 dummy 1 Post day weekend -,132 ,066 -,045 -2,004 ,046 dummy 2 Length short -,558 ,071 -,185 -7,893 ,000 dummy 5 Time morning ,499 ,229 ,055 2,178 ,030 dummy 6 Time afternoon -,082 ,115 -,028 -,716 ,475 dummy 7 Time evening -,117 ,114 -,042 -1,033 ,303 dummy 10 Convenience good brand -,117 ,165 -,042 -,710 ,478 dummy 12 Visual Yes ,389 ,101 ,140 3,832 ,000 dummy 10 x dummy 12 (convenience x visualyes) -,631 ,141 -,191 -4,489 ,000
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