Engagement

We collected  engagement data from 712 posts published on Spain.info Fan Page during 2020, 93,385 positive reactions and 3,516 positive comments to such posts. We have done this because we are interested in studying only the positive engagement, then neutral and negative valenced reactions, and comments have been dismissed in our research. We have used reactions, comments and sharings to calculated indexes of positive engagement, positive commitment, and positive virality. 

Then, we classified every post according to features 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 publication date. These variables are categoricals but we have transformed them using Optimal Scaling.