No significant distinctions was in fact receive for access, length of need, join volume, intercourse and you may age, whereas Bonferroni correction pairwise contrasting regarding estimated marginal setting disclosed this new significant difference between the 2nd variables

Myspace try reached by the a majority of participants (64.5 percent) via both Desktop and you can mobile device; over sixty percent logged to Myspace informal; invested you to (58.5 percent) so you can a couple (22.8 per cent) occasions for each visit; and most 72 percent upgraded its profile about of once a week. This new shot incorporated a slight greater part of girls (54.8 %); additionally the ethnic communities accurately illustrated brand new ethnicity of Western Cape, along with generally black (thirty-five.dos percent) and you can coloured (thirty-six.cuatro %) ethnic teams (Analytics SA, 2012).

Desk II offers a full overview of employing features and demographics away from Millennials respondents that use Twitter

As mentioned, the fresh new respondents’ behavioral feelings to your Twitter adverts try determined because of the 9-items balances each of the ladder reaction account (Dining tables III and you will 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, especially in terms of the negatively reversed variables that were recoded.

The latest GLM ANOVA, since the chatted about during the earlier text, was used once the research includes a different sort of amount of findings definitely independent details, and is viewed of the big fundamental errors (a typical example of this is the reasonable amount of respondents that signed to Facebook at least once thirty day period). Van Schalkwyk (2012) discloses that the GLM takes it into consideration and “normalises” the outcomes. Dining tables V and VI inform you the end result regarding Wald ?2 test, that’s in line with the Bonferroni modification pairwise blog post hoc feabie com-app shot among the many 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.