No high variations was indeed located to have availability, length of usage, log in volume, intercourse and you will ages, whereas Bonferroni correction pairwise comparisons out of projected limited form uncovered the factor involving the 2nd variables

Fb are accessed from the a majority of respondents (64.5 %) through both Pc and you will mobile device; more than 60 % logged onto Facebook casual; invested that (58.5 percent) so you can one or two (22.8 cheekylovers %) days for each and every visit; and more than 72 per cent up-to-date their character at the least away from once a week. This new decide to try incorporated a slight most girls (54.8 percent); therefore the cultural groups correctly represented the newest ethnicity of the West Cape, together with generally black colored (thirty five.2 %) and you may coloured (thirty six.4 percent) cultural groups (Analytics SA, 2012).

Dining table II has the benefit of the full breakdown of employing attributes and you will class of Millennials respondents that use Fb

As stated, the new respondents’ behavioural attitude into Fb advertising try computed from the nine-product scales for each of your hierarchy reaction accounts (Dining tables III and 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 fresh GLM ANOVA, due to the fact talked about within the earlier in the day text message, was utilized given that research consists of another type of amount of observations for sure independent variables, which is viewed by the larger basic mistakes (an example of this is actually the low level of respondents one logged to Fb at least once 1 month). Van Schalkwyk (2012) reveals the GLM requires that it under consideration and “normalises” the outcomes. Tables V and VI inform you the result in terms of Wald ?2 sample, that’s in accordance with the Bonferroni modification pairwise blog post hoc shot among projected marginal means.

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.