good morning,

I am a marketing student who is approaching research.

I would like to conduct a content analysis to measure the engagement on the social pages of some brands that use newsjacking.

X = newsjacking content vs non-newsjacking content

Y = engagement

Moderator = tone of voice (irony versus emotional tone of voice)

How it is possible to measure the variable tone of voice moderator? Can you recommend me some papers?

Thanks so much