Table 2. Ranking and Kruskal-Wallis p... | Emerald Publishing

Table 2.

Ranking and Kruskal-Wallis p-values

Label	Channels	Relative important index (RII)	Kruskal-Wallis P-values	Rank
CH1	Word of mouth	0.83	<0.001	1
CH2	Direct personal selling	0.83	<0.001	2
CH3	Social media	0.82	0.218	3
CH4	Electronic-learning	0.82	<0.001	4
CH5	Distributors	0.81	0.130	5
CH6	Websites	0.80	0.016	6
CH7	Wholesalers	0.78	0.008	7
CH8	Video conferences	0.78	0.385	8
CH9	Retailers	0.78	0.088	9
CH10	Newsletters	0.77	<0.001	10
CH11	Web advertisements	0.75	<0.001	11
CH12	Emails	0.74	<0.001	12
CH13	Directories/listing	0.74	0.004	13

Label	Channels	Relative important index (RII)	Kruskal-Wallis P-values	Rank
CH1	Word of mouth	0.83	<0.001	1
CH2	Direct personal selling	0.83	<0.001	2
CH3	Social media	0.82	0.218	3
CH4	Electronic-learning	0.82	<0.001	4
CH5	Distributors	0.81	0.130	5
CH6	Websites	0.80	0.016	6
CH7	Wholesalers	0.78	0.008	7
CH8	Video conferences	0.78	0.385	8
CH9	Retailers	0.78	0.088	9
CH10	Newsletters	0.77	<0.001	10
CH11	Web advertisements	0.75	<0.001	11
CH12	Emails	0.74	<0.001	12
CH13	Directories/listing	0.74	0.004	13

Source(s): Authors’ own work (2025)