Zero extreme distinctions was basically found getting accessibility, length of use, visit regularity, gender and you can ages, whereas Bonferroni modification pairwise contrasting from projected limited function announced the newest factor between the next details
Fb try utilized by a lot of respondents (64.5 percent) through each other Desktop and mobile device; more than 60 percent logged to Facebook casual; invested you to definitely (58.5 %) to two (twenty-two.8 per cent) occasions for every join; and most 72 per cent current its reputation at the very least off weekly. The fresh shot incorporated hook established men majority of ladies (54.8 percent); and the cultural communities accurately represented this new ethnicity of one’s Western Cape, and additionally mainly black (35.dos percent) and coloured (36.cuatro per cent) ethnic organizations (Analytics SA, 2012).
Table II offers the full summary of the aid of characteristics and you will class out of Millennials respondents which use Twitter
As stated, brand new respondents’ behavioural feelings towards Facebook advertisements is computed by the nine-product bills for every single of one’s steps effect profile (Tables III and 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 0.3) 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, especially in terms of the negatively reversed variables that were recoded.
The new GLM ANOVA, as discussed during the prior text, was utilized just like the study includes a different amount of findings without a doubt independent parameters, which can be seen by larger basic errors (a good example of this is the lowest number of respondents you to definitely logged on to Facebook at least one time thirty days). Van Schalkwyk (2012) shows your GLM requires so it into consideration and “normalises” the outcome. Tables V and you will VI reveal the effect with respect to Wald ?2 decide to try, that’s based on the Bonferroni correction pairwise post hoc try among the many estimated marginal form.
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.