Table II Social media marketing... | Emerald Publishing

Table II

Social media marketing communication attitude constructs

Attitude components	Mean	SD	Cronbach’s α	p
Awareness (cognitive)	3.39	0.775	0.881	0.000*
Knowledge (cognitive)	3.35	0.742	0.845	0.000*
Liking (affective)	3.17	0.675	0.806	0.000*
Preference (affective)	3.08	0.618	0.795	0.000*
Intention-to-purchase (behavioral)	2.89	0.770	0.895	0.000*
Purchase (behavioral)	2.83	0.613	0.811	0.000*

Attitude components	Mean	SD	Cronbach’s α	p
Awareness (cognitive)	3.39	0.775	0.881	0.000*
Knowledge (cognitive)	3.35	0.742	0.845	0.000*
Liking (affective)	3.17	0.675	0.806	0.000*
Preference (affective)	3.08	0.618	0.795	0.000*
Intention-to-purchase (behavioral)	2.89	0.770	0.895	0.000*
Purchase (behavioral)	2.83	0.613	0.811	0.000*

Note:

*

Wald’s chi-square test showed a significant difference at p < 0.001