The newest survey incorporated step three,521 people in the newest Millennials cohort throughout the Western Cape

Zero tall variations had been found to own availability, amount of utilize, log in frequency, intercourse and you may ages, whereas Bonferroni correction pairwise comparisons off estimated marginal setting unveiled new significant difference between your 2nd parameters

Twitter is reached by the a lot of respondents (64.5 percent) via both Desktop computer and smart phone; more 60 per cent logged to Fb relaxed; invested one to (58.5 percent) to two (twenty two.8 per cent) days for every log on; and most 72 % current their character at the least of regular. Brand new test provided a slight most girls (54.8 percent); and cultural teams precisely represented the new ethnicity of your own Western Cape, in addition to mostly black colored (thirty five.2 %) and coloured (36.cuatro per cent) cultural organizations (Analytics SA, 2012).

Table II also provides an entire writeup on the effective use of features and you will demographics regarding Millennials participants that use Twitter

As previously mentioned, the fresh respondents’ behavioral feelings into Facebook ads try calculated by the nine-items scales for every single of your steps impulse levels (Dining tables III and you may 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 newest GLM ANOVA, since the talked about inside the prior text message, was utilized given that investigation includes a special chatspin inloggen number of observations needless to say independent variables, which is seen from the larger standard problems (a typical example of this is basically the reduced quantity of participants that logged to Myspace one or more times thirty days). Van Schalkwyk (2012) reveals the GLM requires so it under consideration and “normalises” the outcomes. Dining tables V and you will VI tell you the result when it comes to Wald ?2 take to, which is according to research by the Bonferroni correction pairwise article hoc test one of several projected limited 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.