Cronbach’s alpha coefficient for social media marketing communication attitude component constructs
| Attitude component phases | Corrected item-total correlation | Cronbach’s Alpha if item deleted |
|---|---|---|
| Awareness (cognitive) – 0.881 | ||
| Advertisements on social media are effective in creating awareness of brands | 0.704 | 0.862 |
| Advertising on social media alerts me to new company offerings | 0.491 | 0.880 |
| I have not become aware of new advertisements on social media* | 0.662 | 0.865 |
| Advertisements on social media attract my attention to certain brands | 0.687 | 0.863 |
| I cannot recall any advertisements on social media* | 0.647 | 0.867 |
| I view/click on advertisements on social media because they attract my attention | 0.666 | 0.865 |
| I can remember several advertisements that I see on social media | 0.679 | 0.864 |
| Advertising on social media does not alert me to new products* | 0.634 | 0.868 |
| Knowledge (cognitive) – 0.845 | ||
| Advertising on social media is a convenient source of information | 0.583 | 0.839 |
| Advertisements on social media provide me with new product knowledge | 0.601 | 0.837 |
| Advertisements on social media do not provide much information on brands* | 0.541 | 0.843 |
| Advertisements on social media provide useful data about company offerings | 0.606 | 0.837 |
| Advertisements on social media are effective in providing information on brands | 0.657 | 0.831 |
| Advertisements on social media are a poor source of knowledge* | 0.523 | 0.845 |
| I use advertisements on social media to find new information about products | 0.543 | 0.843 |
| Advertisements on social media provide me with valuable product knowledge | 0.618 | 0.836 |
| Liking (affective) – 0.806 | ||
| Advertising on social media has made me like the brands more | 0.635 | 0.743 |
| Advertising on social media adds to the enjoyment of using social media | 0.618 | 0.745 |
| Advertisements on social media are irritating and annoying* | 0.312 | 0.787 |
| Advertisements on social media are entertaining and fun | 0.664 | 0.738 |
| Social media has a positive influence on me liking advertised products | 0.556 | 0.754 |
| I have positive feelings for brands that are advertised on social media | 0.620 | 0.745 |
| There are too few advertisements on social media | 0.435 | 0.772 |
| Social media has a negative effect on me liking advertised brands* | 0.265 | 0.792 |
| Preference (affective) – 0.795 | ||
| I have no interest in brands that are advertised on social media* | 0.225 | 0.786 |
| Advertisements on social media have increased my preference for specific products | 0.591 | 0.735 |
| Advertising on social media improves the image of companies | 0.554 | 0.740 |
| I avoid products that are advertised on social media* | 0.210 | 0.789 |
| Advertisements on social media are relevant to me and my interests | 0.590 | 0.735 |
| Advertisements on social media are effective in stimulating my preference in brands | 0.615 | 0.731 |
| I prefer brands that are promoted on social media | 0.598 | 0.733 |
| Advertisements on social media have a positive effect on my preference for brands | 0.618 | 0.730 |
| Intention-to-purchase (behavioral) – 0.895 | ||
| I will buy products that are advertised on social media in the near future | 0.722 | 0.875 |
| I desire to buy products that are promoted on social media | 0.746 | 0.873 |
| Advertisements on social media have a positive influence on my purchase decisions | 0.705 | 0.876 |
| I would buy the products that are advertised on social media if I had the money* | 0.746 | 0.873 |
| I do not intend to acquire products that are promoted on social media* | 0.557 | 0.888 |
| I am likely to buy some of the products that are promoted on social media | 0.723 | 0.875 |
| I plan to purchase the products that are advertised on social media | 0.718 | 0.875 |
| Advertisements on social media have a negative influence on buying decisions* | 0.490 | 0.894 |
| Purchase (behavioral) – 0.811 | ||
| I buy products that are advertised on social media | 0.652 | 0.713 |
| I use many of the products that are promoted on social media | 0.635 | 0.716 |
| I do not purchase products that are featured on social media* | 0.218 | 0.779 |
| Advertisements on social media affect my purchase behavior positively | 0.592 | 0.723 |
| Advertisements on social media help make me loyal to the promoted products | 0.656 | 0.712 |
| Advertisements on social media affect my purchase behavior negatively* | 0.104 | 0.793 |
| I purchase products that are promoted on social media | 0.665 | 0.711 |
| Advertisements on social media affect my buying actions positively | 0.644 | 0.714 |
| Attitude component phases | Corrected item-total correlation | Cronbach’s Alpha if item deleted |
|---|---|---|
| Advertisements on social media are effective in creating awareness of brands | 0.704 | 0.862 |
| Advertising on social media alerts me to new company offerings | 0.491 | 0.880 |
| I have not become aware of new advertisements on social media | 0.662 | 0.865 |
| Advertisements on social media attract my attention to certain brands | 0.687 | 0.863 |
| I cannot recall any advertisements on social media | 0.647 | 0.867 |
| I view/click on advertisements on social media because they attract my attention | 0.666 | 0.865 |
| I can remember several advertisements that I see on social media | 0.679 | 0.864 |
| Advertising on social media does not alert me to new products | 0.634 | 0.868 |
| Advertising on social media is a convenient source of information | 0.583 | 0.839 |
| Advertisements on social media provide me with new product knowledge | 0.601 | 0.837 |
| Advertisements on social media do not provide much information on brands | 0.541 | 0.843 |
| Advertisements on social media provide useful data about company offerings | 0.606 | 0.837 |
| Advertisements on social media are effective in providing information on brands | 0.657 | 0.831 |
| Advertisements on social media are a poor source of knowledge | 0.523 | 0.845 |
| I use advertisements on social media to find new information about products | 0.543 | 0.843 |
| Advertisements on social media provide me with valuable product knowledge | 0.618 | 0.836 |
| Advertising on social media has made me like the brands more | 0.635 | 0.743 |
| Advertising on social media adds to the enjoyment of using social media | 0.618 | 0.745 |
| Advertisements on social media are irritating and annoying | 0.312 | 0.787 |
| Advertisements on social media are entertaining and fun | 0.664 | 0.738 |
| Social media has a positive influence on me liking advertised products | 0.556 | 0.754 |
| I have positive feelings for brands that are advertised on social media | 0.620 | 0.745 |
| There are too few advertisements on social media | 0.435 | 0.772 |
| Social media has a negative effect on me liking advertised brands | 0.265 | 0.792 |
| I have no interest in brands that are advertised on social media | 0.225 | 0.786 |
| Advertisements on social media have increased my preference for specific products | 0.591 | 0.735 |
| Advertising on social media improves the image of companies | 0.554 | 0.740 |
| I avoid products that are advertised on social media | 0.210 | 0.789 |
| Advertisements on social media are relevant to me and my interests | 0.590 | 0.735 |
| Advertisements on social media are effective in stimulating my preference in brands | 0.615 | 0.731 |
| I prefer brands that are promoted on social media | 0.598 | 0.733 |
| Advertisements on social media have a positive effect on my preference for brands | 0.618 | 0.730 |
| I will buy products that are advertised on social media in the near future | 0.722 | 0.875 |
| I desire to buy products that are promoted on social media | 0.746 | 0.873 |
| Advertisements on social media have a positive influence on my purchase decisions | 0.705 | 0.876 |
| I would buy the products that are advertised on social media if I had the money | 0.746 | 0.873 |
| I do not intend to acquire products that are promoted on social media | 0.557 | 0.888 |
| I am likely to buy some of the products that are promoted on social media | 0.723 | 0.875 |
| I plan to purchase the products that are advertised on social media | 0.718 | 0.875 |
| Advertisements on social media have a negative influence on buying decisions | 0.490 | 0.894 |
| I buy products that are advertised on social media | 0.652 | 0.713 |
| I use many of the products that are promoted on social media | 0.635 | 0.716 |
| I do not purchase products that are featured on social media | 0.218 | 0.779 |
| Advertisements on social media affect my purchase behavior positively | 0.592 | 0.723 |
| Advertisements on social media help make me loyal to the promoted products | 0.656 | 0.712 |
| Advertisements on social media affect my purchase behavior negatively | 0.104 | 0.793 |
| I purchase products that are promoted on social media | 0.665 | 0.711 |
| Advertisements on social media affect my buying actions positively | 0.644 | 0.714 |
Note:
Negatively phrased statement scores were recoded
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