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Table 1 Complete coding analysis of the unique top Instagram posts using #immunebooster over one week in May 2020 (n = 28)

From: “Immune Boosting” in the time of COVID: selling immunity on Instagram

Criteria Totals for sample of 28 posts Averages
Percentages Mean
Commercial accounts 27 96.43%
Tags on images 55 1.96
“Likes” 17,333 619
Hashtags (#) 538 19.21
Unique mentions (@) 21 0.75
URLs 1 0.04
Listed paid promotions 3 10.71%
Followers 532,538 19,019
Days post remained in top 10 68 2.43
Immune boosting as central theme 17 60.71%
Portrayed immune boosting as beneficial 28 100%
Including critiques of immune boosting 0 0%
Reference to scientific or medical authority 8 28.57%
Tags linking to companies 51 1.82
@’s to companies 21 0.75
Unique hashtags 413 14.75
URLs belonging to companies 1 0.04
Unique companies tagged and mentioned 62 2.21
Companies distinct from account holder 53   1.89
Mentioning or tagging companies 21 75.00%
Types of companies Number of type Percentage of total
Food (ingredients and cooking) 34 33.33%
General health and wellness 13 12.75%
Clothing, fashion and accessories 13 12.75%
Exercise advice and products 9 8.82%
Beauty products and advice 9 8.82%
Nutrition supplements 8 7.84%
Essential oils 4 3.92%
Home décor and furnishings 4 3.92%
Self-help and self-improvement 3 2.94%
Travel 2 1.96%
Technology 1 0.98%
Brand management 1 0.98%
Non-government organization (humanitarian) 1 0.98%
TOTAL 102