The survey integrated 3,521 members of this new Millennials cohort on West Cape

11 Jul The survey integrated 3,521 members of this new Millennials cohort on West Cape

No extreme variations were receive for supply, duration of incorporate, log in regularity, gender and you can years, while Bonferroni modification pairwise reviews out of estimated limited form announced the newest significant difference involving the next variables

Fb was accessed of the a lot of participants (64.5 per cent) through one another Desktop and you will smart phone; more sixty % logged on to Twitter relaxed; spent one (58.5 %) to help you two (twenty two.8 per cent) occasions per log in; and most 72 % upgraded their profile at least out of once a week. The brand new shot integrated a small most women (54.8 %); as well as the ethnic groups truthfully represented the ethnicity of your West Cape, plus mostly black colored (35.2 per cent) and you may coloured (thirty-six.cuatro percent) cultural groups (Statistics SA, 2012).

Table II even offers the full summary of the utilization of features and you can demographics out-of Millennials respondents that use Facebook

As previously mentioned, the respondents’ behavioural thoughts on Myspace advertisements was calculated by 9-goods bills for every single of the hierarchy response accounts (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 http://datingranking.net/nl/luvfree-overzicht, 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 brand new GLM ANOVA, due to the fact chatted about inside previous text, was utilized as the study consists of an alternate number of observations for certain separate details, and is seen because of the big standard errors (a good example of here is the lowest quantity of respondents one logged onto Fb at least one time 30 days). Van Schalkwyk (2012) reveals that the GLM takes which into account and you can “normalises” the results. Dining tables V and you will VI inform you the effect with respect to Wald ?2 decide to try, that is based on the Bonferroni modification pairwise blog post hoc attempt one of many estimated limited setting.

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.