CM 321 Coding Scheme and Descriptive Statistics Project

Research background:

The dataset contains data collected from a content analysis, which investigated how the most influential CEOs in the U.S. use Facebook to communicate with the general audience. The unit of analysis was Facebook post. The researchers were interested in multiple latent variables. Specifically, as shown in the dataset, media vividness was operationalized as whether a post was created with text, photo/graphic, video, Facebook Live, and emoticon/emoji (Q5_1 to Q5_5). Each of the above elements was measured as dichotomous variables in the data file. To measure emotional storytelling strategies, researchers coded whether a post was embedded with discrete emotions, such as love, joy, surprise, anger, sadness, and fear (Q10_1 to Q11_3). They were all independently assessed as dichotomous variables. Two levels of engagement were measured at the page/profile level and post level. For page/profile level engagement, the total number of page likes (page_likes) and follows (page_follows) were collected. At the post level, the number of likes (post_likes), shares (post_shares), and comments (post_comments) that each post received were stored.

1. Download the Social CEOs data file and Social CEOs coding scheme from Blackboard.

– No answer needed here.

2. Study the data and coding scheme.

What variables were measured?

– No answer needed here.

How were they measured?

– No answer needed here.

What type of data do you have for each variable?

– No answer needed here.

3. Provide a one-paragraph report describing the sample features, following APA style. Attach appropriate outputs after the sample overview.

You need to report on the sample size and engagement at the page/profile level (page_likes and page_follows). Make sure you check normality for all continuous variables to decide which descriptive statistics to report.

4. Provide a one-paragraph answer for RQ1, following APA style. Attach appropriate outputs (screenshots) after the answer.

RQ1: How did CEOs use emotional storytelling strategies of love and joy in their Facebook communication? [Hint: You need to report how love (Q10_1) and joy (Q10_2) as two emotional storytelling strategies were employed respectively.]

5. Provide a one-paragraph answer for RQ2a and RQ2b, following APA style. Attach appropriate outputs (screenshots) after the answer.

RQ2a: Do post with photos generate more likes than posts without photos?

RQ2b: Do post with videos generate more likes than posts without videos?

[Hint: You need to conduct two series of bivariate descriptive analyses between post likes (post_likes) and each of the vividness features, photo and video,(Q5_1 and Q5_2). Make sure you check normality for the continuous variable to decide which descriptive statistics to report. ]

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