Exploring the extent of digital food and beverage related content associated with a family-friendly event: a case study

Table 1 Frequency of food and beverage related content linked to Winterlude by social media application

Social media application	Winterlude (n = 37)	Businesses (n = 198)	Sponsored Individuals (n = 7)	Non-profit organizations (n = 40)	Individuals (n = 450)	Total (n = 732)
Facebook	19 (51.4)^a	0 (0.0)	0 (0.0)	0 (0.0)	0 (0.0)	19 (2.6)
Twitter	6 (16.2)^a,c	63 (31.8)^a,b	4 (57.1)^a,b	22 (55.0)^b	57 (12.7)^c	152 (20.8)
Instagram	12 (32.4)^a	135 (68.2)^b	3 (42.9)^a,b	18 (45.0)^a,b	393 (87.3)^c	561 (76.6)

Significant differences between social media application and post source were derived by Fisher’s Freeman-Halton test using a Monte Carlo estimation of 10,000 samples to determine the p value, < 0.0001(95%CI < 0.0001–0.0005). Letters within rows denote proportions that differ significantly according to post-hoc pairwise comparisons with Bonferroni correction

ISSN: 1471-2458