The newest survey incorporated step 3,521 people in the brand new Millennials cohort about West Cape

No extreme distinctions have been receive having availableness, length of utilize, join frequency, intercourse and you can age, whereas Bonferroni modification pairwise contrasting off projected limited function revealed brand new significant difference between your next parameters

Fb is actually accessed by the most participants (64.5 %) via both Desktop and you will mobile device; over sixty percent signed on to Fb everyday; invested you to definitely (58.5 %) so you’re able to two (twenty-two.8 per cent) times for every log in; and most 72 per cent updated their profile at least regarding once a week. New sample included a little greater part of girls (54.8 percent); plus the ethnic communities truthfully represented the brand new ethnicity of your own West Cape, also primarily black colored (35.dos per cent) and you may colored (thirty-six.cuatro %) ethnic groups (Analytics SA, 2012).

Dining table II now offers the full report about the employment of characteristics and you will demographics regarding Millennials participants which use Myspace

As previously mentioned, the brand new respondents’ behavioural feelings towards Twitter ads try calculated because of the nine-goods balances for each and every of your hierarchy impulse membership (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 brand new GLM ANOVA, because the discussed during the previous text, was utilized as the research include another type http://datingranking.net/nl/chatspin-overzicht of amount of findings needless to say independent variables, in fact it is viewed from the large practical problems (a typical example of this is actually the reduced quantity of participants you to signed onto Myspace at least once thirty days). Van Schalkwyk (2012) reveals the GLM requires which into consideration and “normalises” the outcomes. Tables V and you can VI inform you the end result with respect to Wald ?2 take to, that’s based on the Bonferroni correction pairwise article hoc take to one of several projected marginal 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.