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Table 2 Frequency of likes for food and beverage related content linked to Winterlude by source

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

Number of likes Winterlude (n = 33) Businesses (n = 198) Sponsored Individuals (n = 7) Non-profit organizations (n = 40) Individuals (n = 450) Total (n = 728)
0 likes 4 (12.1)a 7 (3.5)a,b 0 (0.0) 1 (2.5)a,b 4 (0.9)b 16 (2.2)
1–50 likes 26 (78.8)a,b 111 (56.1)a 4 (57.1)a,b 33 (82.5)b 326 (72.4)b,c 500 (68.7)
51–200 likes 3 (9.1)a 70 (35.4)b 1 (14.3)a,b 5 (12.5)a 111 (24.7)a,b 190 (26.1)
Over 200 likes 0 (0.0) 10 (5.1)a,b 2 (28.6)a 1 (2.5)a,b 9 (2.0)b 22 (3.0)
  1. Significant differences between number of likes and post source were dervied 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. All Instagram stories (where it is not possible to “like” story content) were excluded from this analysis