Profile update incidence (p < 0.001): respondents who updated their Facebook status daily (M=3.07, SE=0.034) resulted in higher purchase incidence in comparison to those who updated once a week (M=2.97, SE=0.036), two to four times a month (M=2.88, SE=0.041) and once a month (M=2.86, SE=0.035); those who updated their Facebook status two to four times a week (M=3.01, SE=0.035) showed increased intention-to-purchase levels compared to those who updated two to four times a month (M=2.88, SE=0.041) and once a month (M=2.86, SE=0.035).
Basically, an assessment between the usage properties (Dining tables V and you may VI) demonstrates that join cycle and you will profile up-date incidence tell you the cupid brand new largest amount of influence on Myspace advertising intent-to-pick and purchase, whereas availableness, period of usage and you may join regularity got little affect the brand new behavioral attitudinal parts. An assessment involving the market facts (Tables V and you can VI) means that ethnicity displayed best number of influence on Myspace advertisements intention-to-buy and had some influence on purchase, not in the a serious height. Gender in addition to got some affect Fb ads get, but once more not during the a life threatening height, while sex had absolutely nothing affect intent-to-buy. New demographical varying years didn’t come with influence on Fb adverts intent-to-get and get. A outlined commentary towards the effect of utilize features and you may demographical facts on Twitter advertising intention-to-purchase and get ensue about following the part.
6.step one. Key findings
The original purpose from the data was to introduce in the event that Facebook advertising had a favorable effect on the new behavioural attitudes off Millennials into the SA. The study indicates that Myspace ads has a positive attitudinal dictate toward purpose-to-get and purchase certainly Millennials, even in the event during the a limited peak, which supporting the brand new interaction of the impression pyramid model. (2015) indicated that a confident experience with Myspace perform end up in an excellent favorable attitude into the Twitter page, and therefore enhanced the new consumers’ intention-to-purchase; Yang (2012) stated that advertising texts provided with Fb improves consumers’ attitudes towards the brand name and get purposes, whenever you are advertisements texts that were available with organizations had a greater effect than others delivered of the family relations; and you can e) found that people who have been confronted with each other paid and you can gained news could assist companies with purchase said and you will brand name preference/taste.