Zero significant variations was basically discovered for availableness, duration of use, log on volume, intercourse and you may years, whereas Bonferroni modification pairwise comparisons off estimated marginal function disclosed new factor within second details

Fb is accessed from the most participants (64.5 per cent) thru both Desktop and you can mobile device; more than sixty % signed on to Fb informal; invested that (58.5 %) to help you two (22.8 per https://datingranking.net/nl/christiandatingforfree-overzicht/ cent) days for each and every join; and most 72 per cent current their character at the least off regular. New test integrated a little most of females (54.8 per cent); in addition to ethnic organizations precisely depicted the fresh ethnicity of the Western Cape, along with mostly black colored (35.2 per cent) and you may colored (thirty-six.cuatro %) ethnic groups (Analytics SA, 2012).

Dining table II has the benefit of the full post on the aid of characteristics and you will class out-of Millennials participants which use Twitter

As mentioned, the fresh new respondents' behavioural feelings into the Myspace ads is determined of the nine-goods balances for each of your hierarchy response profile (Tables III and you can 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, because discussed during the early in the day text message, was utilized once the analysis consists of a unique amount of findings certainly independent parameters, that will be viewed by the larger basic errors (an example of this is basically the reasonable quantity of respondents that logged onto Myspace at least one time thirty day period). Van Schalkwyk (2012) discloses that the GLM takes which into account and you will “normalises” the outcome. Dining tables V and you can VI inform you the outcome when it comes to Wald ?2 decide to try, which is in line with the Bonferroni modification pairwise blog post hoc decide to try one of the projected marginal mode.

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.