Abstract

This study examines factors that predict engagement with LinkedIn posts, specifically analyzing the impact of hashtags, tags, post age, and follower count on three engagement metrics: reactions, comments, and reposts. A negative binomial regression analysis of a random sample of 991 LinkedIn posts reveals that tags and hashtags significantly increase the expected number of reactions, with tags also substantially increasing comments. Follower counts slightly increase engagement, while post age negatively impacts expected counts across all metrics. The three engagement metrics are interrelated: comments boost reactions and reposts, reactions drive comments and reposts, and reposts increase reactions. These findings enhance our understanding of LinkedIn engagement and social media behavior by showing how certain message elements yield differing outcomes. Our findings also offer actionable insights for professionals and educators seeking to optimize their online presence and career outcomes on the platform.

Journal
Business and Professional Communication Quarterly
Published
2025-05-16
DOI
10.1177/23294906251336710
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Cited by in this index (1)

  1. Business and Professional Communication Quarterly

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  1. Business and Professional Communication Quarterly
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