Table 4 Dunn’s post hoc test values for owned-brand likes.

From: Owned media, influencer marketing, and unofficial brand ambassadors: differences between narratives, types of prescribers, and effects on interactions on Instagram

 

Reels

Photo rolls

Photography

Reels

1

0.0043**

0.0003***

Photo Rolls

0.0043**

1

0.6099

Photography

0.0003***

0.6099

1

  1. The number of asterisks regarding p-values refer to the following: **p-value < 0.01, ***p-value < 0.001.
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