International Journal of Interdisciplinary Research
Table 2 Engagement metrics
Operator | Brand-operated | Non-brand-operated | |||||
|---|---|---|---|---|---|---|---|
Name | Lu of Magalu | CB of Casas Bahia | GEICO Gecko | Miquela Sousa | Noonoouri | Guggimon | |
# Of posts using only emoticons | 5 | 0 | 0 | 31 | 0 | 1 | |
# Of posts | 2789 | 2196 | 543 | 1221 | 1479 | 164 | |
# Of video posts(%) | 390 (13.98) | 320 (14.57) | 61 (11.23) | 112 (9.17) | 303 (20.49) | 56 (34.15) | |
No hashtag | 170 | 961 | 80 | 674 | 31 | 130 | |
Hashtag | 2619 | 1235 | 463 | 547 | 1448 | 34 | |
Avg likes per post | Mean | 15,694.05 | 35,370.53 | 5,096.14 | 68,814.46 | 6,841.07 | 17,139.81 |
SD | 43,564.22 | 99,721.33 | 6,010.33 | 73,189.56 | 4,794.99 | 16,306.19 | |
Avg comments per post | Mean | 459.13 | 587.06 | 19 | 891.62 | 135.68 | 286.43 |
SD | 1,555.26 | 1,592.06 | 21.49 | 2,338.44 | 92.95 | 479.14 | |
Avg length of post | Mean | 71.56 | 43.38 | 25.55 | 23.92 | 30.08 | 28.54 |
SD | 52.04 | 27.94 | 13.61 | 31.73 | 30.71 | 18.15 | |
Avg likes per followers | 18.73 | 54.73 | 121.66 | 90.24 | 60.99 | 5.01 | |
Avg comments per followers | 0.21 | 0.43 | 0.34 | 0.38 | 0.50 | 0.03 | |
Post frequency in days | 1.05 | 1 | 2 | 2 | 1.2 | 5.57 | |