Results for Visitation Models Using Instagram Content and Engagement
| Content (1) | Content: High / Low (2) | Content: High / Low + Engagement (90%) (3) | Content: High / Low + Engagement (95%) (4) | Content: High / Low + Engagement by Year (90%) (5) | Content: High / Low + Engagement by Year (95%) (6) | |
|---|---|---|---|---|---|---|
| Instagram launch | −0.046 | −0.048 | −0.049 | −0.048 | −0.048 | −0.048 |
| (0.038) | (0.038) | (0.038) | (0.038) | (0.038) | (0.038) | |
| Content variable | ||||||
| No. geotags | 0.0002*** | |||||
| (6.26e-05) | ||||||
| No. geotags high-activity parks | 0.0002*** | 0.00009* | 0.00009* | 0.00008 | 0.00008 | |
| (5.40e-05) | (4.81e-05) | (5.01e-05) | (4.67e-05) | (4.90e-05) | ||
| No. geotags low-activity parks | 0.0003 | 0.0005 | 0.0005 | 0.0004 | 0.0005 | |
| (0.0003) | (0.0003) | (0.0003) | (0.0003) | (0.0003) | ||
| Engagement variable | ||||||
| Cumulative nos. 90th percentile (high-activity parks) | 0.00003*** | 0.00003*** | ||||
| (6.33e-06) | (7.33e-06) | |||||
| Cumulative nos. 90th percentile (low-activity parks) | −0.0001 | −0.00006 | ||||
| (0.0002) | (0.0002) | |||||
| Cumulative nos. 95th percentile (high-activity parks) | 0.00005*** | 0.00006*** | ||||
| (1.06e-05) | (1.23e-05) | |||||
| Cumulative nos. 90th percentile posts (low-activity parks) | −0.0002 | −0.0002 | ||||
| (0.0003) | (0.0004) | |||||
| Economic controls | Y | Y | Y | Y | Y | Y |
| Weather controls | Y | Y | Y | Y | Y | Y |
| Year fixed effects | Y | Y | Y | Y | Y | Y |
| Month fixed effects | Y | Y | Y | Y | Y | Y |
| N | 8,843 | 8,843 | 8,843 | 8,843 | 8,843 | 8,843 |
| R-squared | 0.587 | 0.587 | 0.588 | 0.588 | 0.588 | 0.588 |
Note: The panel model includes 44 parks in the Oregon state park system. Instgram launch = 1 for all observations after its launch in October 2010. There are four high-activity parks: Smith Rock, Silver Falls, Oswald West, and Ecola. Economic controls include gas prices, housing prices, unemployment rate, and population levels. The cumulative number of 90th and 95th posts (columns (3) and (4)) are designated by the likes received (135 and 209 likes) on the entire set of geotagged photos. The cumulative number of 90th and 95th by year (columns (5) and (6)) are designated by likes on set of geotags per year (online Appendix Table A3). Weather controls include mean monthly precipitation and a nonlinear function of daily weather in each month. The panel is unbalanced, as there are a few parks that are closed in winter and a few cases of missing monthly visitation data owing to random malfunctions of car counters. Robust standard errors are in parentheses. The full model results are in Appendix Table A5.