Engagement

We collected engagement data from 712 posts published on the Spain.info fan page, 93,385 positive reactions and 3,516 positive comments on these posts. We are interested in studying only the positive engagement, then neutral and negative valenced reactions and comments have been dismissed in our research. We used reactions, comments, and shares to calculate indexes of positive engagement,  positive popularity, positive commitment, and positive virality. These variables were categorized into three groups: 25% bottom, middle, 25% top. The Facebook posts collected were publish in 2020.  We then classified each post according to characteristics such as the Spanish destination promoted, the topic of the post, the presence of interaction between the brand and the audience, the language used and the tourist season at the time of publication.  All these variables are categorical, but they were transformed by Optimal Scaling.