No extreme differences had been found to possess availability, duration of utilize, sign in regularity, sex and you may ages, while Bonferroni modification pairwise comparisons regarding estimated limited setting revealed the latest significant difference involving the second parameters
Fb was reached because of the a lot of respondents (64.5 per cent) via one another Desktop and you may mobile device; more 60 per cent logged onto Twitter informal; spent you to (58.5 percent) to a couple of (22.8 percent) circumstances per log in; and more than 72 per cent current the character at the very least out of regular. The brand new decide to try included a little most people (54.8 percent); therefore the cultural communities correctly represented this new ethnicity of your Western Cape, including mostly black colored (thirty five.dos per cent) and you may coloured (36.cuatro %) ethnic groups (Statistics SA, 2012).
Table II now offers the full breakdown of the utilization of functions and you can class away from Millennials participants that use Twitter
As previously mentioned, the new respondents’ behavioral thinking on Myspace ads is actually computed because of the 9-item scales for every of the steps response membership (Tables III and you may IV).
Cronbach’s ? was 0.843 for the Facebook advertising intention-to-purchase scale (Table III) and 0.742 for the Facebook advertising purchase scale (Table IV), which indicated good internal consistencies. A non-parametric one-sample bi-nominal standardised test was utilised to determine if there was a significant difference. The test showed that for both of the nine-item scales, there was a significant difference at p < 0.001 and p < 0.05, with the exception of one item in the intention-to-purchase scale. Pearson's correlation coefficient analysis (Tables III and IV) showed a positive medium (r > 0.3) to strong (r > 0.5) relationship between a majority of the variables for the intention-to-purchase and purchase measurement scales, but there was weak positive correlation between a minority of the variables www.datingranking.net/nl/dominican-cupid-overzicht, especially in terms of the negatively reversed variables that were recoded.
The brand new GLM ANOVA, as discussed inside earlier text, was used once the analysis includes an alternative level of findings definitely separate variables, which will be seen because of the larger fundamental problems (an example of this is basically the low amount of respondents you to definitely signed onto Myspace at least one time 1 month). Van Schalkwyk (2012) shows that GLM takes so it into account and “normalises” the results. Tables V and you can VI show the outcome with respect to Wald ?2 try, that is according to the Bonferroni correction pairwise post hoc shot one of several projected marginal function.
The Wald ?2 test revealed that there was a significant difference at p < 0.001 for intention-to-purchase (M=2.94, SD=0.805) because of Facebook advertising.
Log on duration (p < 0.001): respondents who logged on for ?1 hour (M=2.82, SE=0.033) resulted in lower intention-to-purchase levels in comparison to those who logged on for two hours (M=2.98, SE=0.039).
Profile update incidence (p < 0.001): respondents who updated their Facebook status daily (M=3.06, SE=0.041) resulted in greater intention-to-purchase compared to those who updated once a week (M=2.93, SE=0.044), two to four times a month (M=2.81, SE=0.050) and once a month (M=2.81, SE=0.042); those who updated their Facebook status two to four times a week (M=2.98, SE=0.043) showed an increase in intention-to-purchase compared to those who updated it two to four times a month (M=2.81, SE=0.050) and once a month (M=2.81, SE=0.042).
Ethnic group (p < 0.001): white respondents (M=2.79, SE=0.041) exhibited lower intention-to-purchase levels than black (M=3.01, SE=0.035) and coloured (M=2.96, SE=0.037) respondents.
The Wald ?2 test disclosed that there was a significant difference at p < 0.001 for purchase (M=2.94, SD=0.656), which was caused by Facebook advertising. No significant differences were found for access, length of usage, log on frequency, age, gender and race; however, Bonferroni correction pairwise comparisons of estimated ongst the following variables.
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