Click here to return to AY16/17 T2 Group List
Multiple Linear Regression Model
What makes a good Facebook post? This section outlines the explanatory model on the article dataset from Facebook Insights.
Response / Dependent Variables
We choose to make use of “Total Engagement” as the response/ dependent variable. “Total Engagement” for each post is the sum of the total number of reactions (like, love, wow, haha, angry, sad), comments and shares of that post as of the data retrieval date. Reactions are similar to the ‘likes’ on Facebook, but provides the additional option of reacting with five animated emoji rather than a simple ‘like’ reaction.
Other possible response variables include the comment sentiment score measures, and individual engagement metrics but they are ruled out due to reasons such as their non-normal distribution and utility for our sponsor.
Explanatory / Independent Variables
Data Transformation / Excluding Outliers
Bivariate Fit
multi-collinearity
Stepwise Regression
Evaluation of Model Fit
Model Assumptions
Interpretation and Managerial insights
|
|
|
|
|
|
|
|
|
|