Table 5 Estimation results for VI post popularity

Humanlikeness

No (NHVI, baseline)

–

–

Low (AHI)

0.260***

2.178***

High (HVI)

0.699***

2.552***

Operator Characteristics

VI not operated by brand (baseline)

–

–

VI operated by brand

− 1.109***

− 0.057*

Emotions

Percentage of positive emotion

0.001

− 0.008***

Percentage of negative emotion

0.026***

0.028***

Pronouns

Percentage of “we”

0.012

0.029***

Percentage of “you”

0.012*

0.017***

Punctuation

Percentage of “?”

0.007***

0.004***

Percentage of “!”

0.017***

0.017***

Constant

9.108

3.058

N

8392

8392

F-value

190.132***

388.528***

R²

0.170

0.294

R²adj

0.169

0.294