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Table 4 Trinary sentiment of comments related to COVID-19 instagram posts by influencer category

From: A content analysis of Canadian influencer crisis messages on Instagram and the public’s response during COVID-19

 

Sentiment

Influencer Category

Positive n(%)

Neutral n(%)

Negative n(%)

News Media

22,367 (34%)

27,902 (43%)

14,960 (23%)

Politicians

51,474 (31%)

84,087 (51%)

28,965 (18%)

Public Health and Government

878 (31%)

1,210 (43%)

715 (26%)

Science Communicators

5,246 (49%)

3,712 (34%)

1,831 (17%)

Brand Influencers and Celebrities

31,762 (40%)

40,790 (52%)

6,648 (8%)

  1. X2 = 21.387 on 8 degrees of freedom, p < 0.05