Table 1. Correlation matrix Variable D... | Emerald Publishing

Table 1.

Correlation matrix

Variable	D	AS	R	I	C	RP	IP
Duration (D)	–
Amount spent (AS)	0.305*	–
Reach (R)	0.237	0.832**	–
Impressions (I)	0.200	0.842**	0.907**	–
Clicks (C)	0.133	0.692**	0.757**	0.932**	–
Reactions to the publication (RP)	0.087	0.216	0.325*	0.175	−0.060	–
Post engagement (PE)	0.120	0.678**	0.743**	0.924**	0.988**	−0.069	–

Variable	D	AS	R	I	C	RP	IP
Duration (D)	–
Amount spent (AS)	0.305*	–
Reach (R)	0.237	0.832**	–
Impressions (I)	0.200	0.842**	0.907**	–
Clicks (C)	0.133	0.692**	0.757**	0.932**	–
Reactions to the publication (RP)	0.087	0.216	0.325*	0.175	−0.060	–
Post engagement (PE)	0.120	0.678**	0.743**	0.924**	0.988**	−0.069	–

Notes:

*p < 0.05;

**p < 0.01