Table III Influence of usage and...

Table III

Influence of usage and demographic variables on social media marketing communications in terms of teenagers’ attitude component phases

Independent variables	Awareness			Knowledge			Liking			Preference			Intention-to-purchase			Purchase
Independent variables	M	SE	p	M	SE	p	M	SE	p	M	SE	p	M	SE	p	M	SE	p
Access
Mobile Device	3.29	0.026	0.000*	3.28	0.025	0.000*	3.16	0.026	0.000*	3.08	0.025	0.000*	2.81	0.027	0.768	2.77	0.022	0.295
PC	3.12	0.039	(1 & 3)-(2)^a	3.19	0.038	(1 & 3)-(2)^a	3.10	0.041	(1)-(3)^a	2.98	0.038	(1)-(2 & 3)^a	2.85	0.051		2.79	0.042
Mobile Device & PC	3.35	0.027	(1 & 3)-(2)^a	3.37	0.026	(1 & 3)-(2)^a	3.04	0.028	(1)-(3)^a	3.01	0.026	(1)-(2 & 3)^a	2.82	0.030		2.80	0.025
Length of usage
≤1 year	3.14	0.031	0.000*	3.16	0.030	0.000*	3.08	0.034	0.817	2.98	0.031	0.192	2.94	0.040	0.000*	2.83	0.033	0.002**
2 years	3.24	0.032	(2, 4, 5)-(1)^a	3.33	0.031	(2, 3, 4, 5)-(1)^a	3.10	0.032		3.02	0.030		2.86	0.035	(1)-(4 & 5)^a	2.82	0.029	(1 & 2)-(5)^b
3 years	3.22	0.031	(2, 4, 5)-(1)^a	3.26	0.030	(2, 3, 4, 5)-(1)^a	3.11	0.031		3.04	0.029		2.85	0.034	(1)-(4 & 5)^a	2.79	0.028	(1 & 2)-(5)^b
4 years	3.34	0.034		3.30	0.033		3.11	0.034		3.06	0.031		2.80	0.037	(2 & 3)-(5)^a	2.79	0.030
≥5 years	3.32	0.034		3.33	0.033		3.09	0.034		3.02	0.032		2.69	0.037	(2 & 3)-(5)^a	2.71	0.030
Log-on frequency
Daily	3.29	0.023	0.180	3.29	0.022	0.451	3.13	0.023	0.183	3.04	0.022	0.346	2.87	0.026	0.143	2.82	0.022	0.107
2-4 times a week	3.27	0.029		3.30	0.029		3.08	0.029		3.05	0.027		2.90	0.033		2.85	0.027
Once a week	3.23	0.038		3.25	0.037		3.08	0.038		2.97	0.035		2.82	0.041		2.82	0.033
2-4 times a month	3.31	0.049		3.33	0.047		3.16	0.054		3.03	0.050		2.76	0.064		2.77	0.053
Once a month	3.16	0.063		3.23	0.061		3.04	0.065		3.02	0.061		2.80	0.069		2.70	0.056
Log-on duration
≤1 h	3.22	0.028	0.000*	3.21	0.027	0.001*	2.99	0.027	0.000*	2.96	0.025	0.000*	2.61	0.029	0.000*	2.68	0.024	0.000*
2 h	3.33	0.030	(2 & 3)-(1)^a	3.28	0.029	(3)-(1)^a	3.04	0.032	(3, 4, 5)-(1)^a	3.00	0.029	(3 & 5)-(1)^a	2.82	0.033	(2, 3, 4, 5)-(1)^a	2.78	0.027	(2, 3, 4, 5)-(1)^a
3 h	3.32	0.032	(2 & 3)-(1)^a	3.34	0.031	(3)-(1)^a	3.12	0.034	(3, 4, 5)-(1)^a	3.06	0.031	(3 & 5)-(1)^a	2.84	0.037	(2, 3, 4, 5)-(1)^a	2.79	0.031	(2, 3, 4, 5)-(1)^a
4 h	3.15	0.038	(2)-(4 & 5)^a	3.28	0.037		3.15	0.042	(5)-(2)^a	3.03	0.039		2.92	0.049		2.82	0.041	(5)-(2)^a
≥5 h	3.22	0.038	(2)-(4 & 5)^a	3.27	0.036		3.19	0.037	(5)-(2)^a	3.08	0.035		2.94	0.044		2.88	0.036	(5)-(2)^a
Profile update incidence
Daily	3.33	0.032	0.000*	3.29	0.031	0.009**	3.08	0.033	0.006**	3.02	0.030	0.001*	2.88	0.036	0.000*	2.85	0.030	0.000*
2-4 times a week	3.30	0.033	(1, 2, 3)-(4)^a	3.31	0.032	(2 & 3)-(4)^b	3.16	0.033	(2)-(4)^b	3.08	0.031	(2)-(5)^a	2.89	0.036	(1, 2, 3, 4)-(5)^a	2.85	0.030	(1)-(3 & 5)^a
Once a week	3.27	0.032	(1, 2, 3)-(4)^a	3.32	0.031	(2 & 3)-(4)^b	3.13	0.032	(2)-(4)^b	3.03	0.030	(2)-(5)^a	2.84	0.036	(1, 2, 3, 4)-(5)^a	2.76	0.030	(1)-(3 & 5)^a
2-4 times a month	3.08	0.034		3.20	0.032		3.05	0.037		3.05	0.035		2.84	0.043		2.77	0.035	(2)-(3 & 5)^a
Once a month	3.27	0.032		3.27	0.031		3.07	0.031		2.95	0.029		2.69	0.034		2.71	0.028	(2)-(3 & 5)^a
Gender
Male	3.24	0.026	0.616	3.28	0.025	0.722	3.07	0.027	0.002**	3.02	0.026	0.965	2.82	0.031	0.441	2.79	0.025	0.717
Female	3.26	0.026		3.27	0.025		3.13	0.027	(2)-(1)^b	3.02	0.025		2.84	0.030		2.79	0.025
Age
13-14 years	3.21	0.035	0.169	3.23	0.034	0.003**	3.07	0.033	0.303	3.02	0.031	0.101	2.82	0.036	0.386	2.79	0.029	0.966
15-16 years	3.26	0.027		3.27	0.026	(3)-(1 & 2)^b	3.10	0.028		3.01	0.026		2.81	0.031		2.79	0.025
17-18 years	3.28	0.026		3.33	0.025	(3)-(1 & 2)^b	3.12	0.028		3.05	0.026		2.85	0.031		2.79	0.026
Population group
White	3.12	0.037	0.000*	3.13	0.036	0.000*	2.95	0.033	0.000*	2.95	0.031	0.000*	2.61	0.037	0.000*	2.69	0.030	0.000*
Black	3.27	0.025	(2 & 3)-(1)^a	3.29	0.024	(2, 3, 4)-(1)^a	3.24	0.026	(2 & 3)-(1)^a	3.12	0.024	(2 & 3)-(1)^a	3.00	0.033	(2 & 3)-(1)^a	2.82	0.027	(3)-(1)^a
Colored	3.37	0.026	(2 & 3)-(1)^a	3.38	0.025	(2, 3, 4)-(1)^a	3.19	0.025	(2 & 3)-(1)^a	3.06	0.023	(2 & 3)-(1)^a	3.00	0.028	(2 & 3)-(1)^a	2.89	0.023	(3)-(1)^a
Indian/Asian	3.24	0.056		3.31	0.054		3.02	0.061		2.97	0.057		2.70	0.057		2.76	0.047

Independent variables	Awareness			Knowledge			Liking			Preference			Intention-to-purchase			Purchase
Independent variables	M	SE	p	M	SE	p	M	SE	p	M	SE	p	M	SE	p	M	SE	p
Access
Mobile Device	3.29	0.026	0.000*	3.28	0.025	0.000*	3.16	0.026	0.000*	3.08	0.025	0.000*	2.81	0.027	0.768	2.77	0.022	0.295
PC	3.12	0.039	(1 & 3)-(2)^a	3.19	0.038	(1 & 3)-(2)^a	3.10	0.041	(1)-(3)^a	2.98	0.038	(1)-(2 & 3)^a	2.85	0.051		2.79	0.042
Mobile Device & PC	3.35	0.027	(1 & 3)-(2)^a	3.37	0.026	(1 & 3)-(2)^a	3.04	0.028	(1)-(3)^a	3.01	0.026	(1)-(2 & 3)^a	2.82	0.030		2.80	0.025
Length of usage
≤1 year	3.14	0.031	0.000*	3.16	0.030	0.000*	3.08	0.034	0.817	2.98	0.031	0.192	2.94	0.040	0.000*	2.83	0.033	0.002**
2 years	3.24	0.032	(2, 4, 5)-(1)^a	3.33	0.031	(2, 3, 4, 5)-(1)^a	3.10	0.032		3.02	0.030		2.86	0.035	(1)-(4 & 5)^a	2.82	0.029	(1 & 2)-(5)^b
3 years	3.22	0.031	(2, 4, 5)-(1)^a	3.26	0.030	(2, 3, 4, 5)-(1)^a	3.11	0.031		3.04	0.029		2.85	0.034	(1)-(4 & 5)^a	2.79	0.028	(1 & 2)-(5)^b
4 years	3.34	0.034		3.30	0.033		3.11	0.034		3.06	0.031		2.80	0.037	(2 & 3)-(5)^a	2.79	0.030
≥5 years	3.32	0.034		3.33	0.033		3.09	0.034		3.02	0.032		2.69	0.037	(2 & 3)-(5)^a	2.71	0.030
Log-on frequency
Daily	3.29	0.023	0.180	3.29	0.022	0.451	3.13	0.023	0.183	3.04	0.022	0.346	2.87	0.026	0.143	2.82	0.022	0.107
2-4 times a week	3.27	0.029		3.30	0.029		3.08	0.029		3.05	0.027		2.90	0.033		2.85	0.027
Once a week	3.23	0.038		3.25	0.037		3.08	0.038		2.97	0.035		2.82	0.041		2.82	0.033
2-4 times a month	3.31	0.049		3.33	0.047		3.16	0.054		3.03	0.050		2.76	0.064		2.77	0.053
Once a month	3.16	0.063		3.23	0.061		3.04	0.065		3.02	0.061		2.80	0.069		2.70	0.056
Log-on duration
≤1 h	3.22	0.028	0.000*	3.21	0.027	0.001*	2.99	0.027	0.000*	2.96	0.025	0.000*	2.61	0.029	0.000*	2.68	0.024	0.000*
2 h	3.33	0.030	(2 & 3)-(1)^a	3.28	0.029	(3)-(1)^a	3.04	0.032	(3, 4, 5)-(1)^a	3.00	0.029	(3 & 5)-(1)^a	2.82	0.033	(2, 3, 4, 5)-(1)^a	2.78	0.027	(2, 3, 4, 5)-(1)^a
3 h	3.32	0.032	(2 & 3)-(1)^a	3.34	0.031	(3)-(1)^a	3.12	0.034	(3, 4, 5)-(1)^a	3.06	0.031	(3 & 5)-(1)^a	2.84	0.037	(2, 3, 4, 5)-(1)^a	2.79	0.031	(2, 3, 4, 5)-(1)^a
4 h	3.15	0.038	(2)-(4 & 5)^a	3.28	0.037		3.15	0.042	(5)-(2)^a	3.03	0.039		2.92	0.049		2.82	0.041	(5)-(2)^a
≥5 h	3.22	0.038	(2)-(4 & 5)^a	3.27	0.036		3.19	0.037	(5)-(2)^a	3.08	0.035		2.94	0.044		2.88	0.036	(5)-(2)^a
Profile update incidence
Daily	3.33	0.032	0.000*	3.29	0.031	0.009**	3.08	0.033	0.006**	3.02	0.030	0.001*	2.88	0.036	0.000*	2.85	0.030	0.000*
2-4 times a week	3.30	0.033	(1, 2, 3)-(4)^a	3.31	0.032	(2 & 3)-(4)^b	3.16	0.033	(2)-(4)^b	3.08	0.031	(2)-(5)^a	2.89	0.036	(1, 2, 3, 4)-(5)^a	2.85	0.030	(1)-(3 & 5)^a
Once a week	3.27	0.032	(1, 2, 3)-(4)^a	3.32	0.031	(2 & 3)-(4)^b	3.13	0.032	(2)-(4)^b	3.03	0.030	(2)-(5)^a	2.84	0.036	(1, 2, 3, 4)-(5)^a	2.76	0.030	(1)-(3 & 5)^a
2-4 times a month	3.08	0.034		3.20	0.032		3.05	0.037		3.05	0.035		2.84	0.043		2.77	0.035	(2)-(3 & 5)^a
Once a month	3.27	0.032		3.27	0.031		3.07	0.031		2.95	0.029		2.69	0.034		2.71	0.028	(2)-(3 & 5)^a
Gender
Male	3.24	0.026	0.616	3.28	0.025	0.722	3.07	0.027	0.002**	3.02	0.026	0.965	2.82	0.031	0.441	2.79	0.025	0.717
Female	3.26	0.026		3.27	0.025		3.13	0.027	(2)-(1)^b	3.02	0.025		2.84	0.030		2.79	0.025
Age
13-14 years	3.21	0.035	0.169	3.23	0.034	0.003**	3.07	0.033	0.303	3.02	0.031	0.101	2.82	0.036	0.386	2.79	0.029	0.966
15-16 years	3.26	0.027		3.27	0.026	(3)-(1 & 2)^b	3.10	0.028		3.01	0.026		2.81	0.031		2.79	0.025
17-18 years	3.28	0.026		3.33	0.025	(3)-(1 & 2)^b	3.12	0.028		3.05	0.026		2.85	0.031		2.79	0.026
Population group
White	3.12	0.037	0.000*	3.13	0.036	0.000*	2.95	0.033	0.000*	2.95	0.031	0.000*	2.61	0.037	0.000*	2.69	0.030	0.000*
Black	3.27	0.025	(2 & 3)-(1)^a	3.29	0.024	(2, 3, 4)-(1)^a	3.24	0.026	(2 & 3)-(1)^a	3.12	0.024	(2 & 3)-(1)^a	3.00	0.033	(2 & 3)-(1)^a	2.82	0.027	(3)-(1)^a
Colored	3.37	0.026	(2 & 3)-(1)^a	3.38	0.025	(2, 3, 4)-(1)^a	3.19	0.025	(2 & 3)-(1)^a	3.06	0.023	(2 & 3)-(1)^a	3.00	0.028	(2 & 3)-(1)^a	2.89	0.023	(3)-(1)^a
Indian/Asian	3.24	0.056		3.31	0.054		3.02	0.061		2.97	0.057		2.70	0.057		2.76	0.047

Notes:

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

Wald’s Chi-square test showed a significant difference at p < 0.05

Bonferroni correction pairwise comparisons’ mean difference is significant at the 0.001 level

Bonferroni correction pairwise comparisons’ mean difference is significant at the 0.05 level

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