Identification of Influential Features for User Engagement with Wellness Content: Analysis of nyt_well Instagram Account

Wellness is a multidimensional concept that touches upon the various physical, mental, emotional, spiritual, social and environmental facets of health. Interest towards and importance of wellness have been growing constantly for the past two decades and thus makes it crucial to understand which factors affect public engagement with wellness information for multiple stakeholders. The Instagram account of New York Times (NYT) specifically for sharing wellness content with the handle nyt_well was selected as the object of study. 773 posts from this account between March of 2019 and December of 2022 were collected and analyzed to answer the research question of which factors are most influential to public engagement with wellness content. Two negative binomial regressions were run on features including the type of post, length, word count, sentiment score and topic with number of likes and comments as the dependent variables for each of those regression models. Results indicated that the type of post and its sentiment score were the two most influential determinants of public engagement with p-values smaller than 0.05. While the effects of some of these factors aligned with findings from previous studies conducted on social media content not related to wellness (e.g., marketing), some others affected the two separate public engagement metrics in opposite directions, warranting future studies to investigate further on the cause of this phenomenon.