Table 2 Resulted classes and its term... | Emerald Publishing

Table 2

Resulted classes and its term compositions from affect in digital marketing typology analysis

Class 1: Humanized brand building			Class 2: Personalized consumer experience			Class 3: Content marketing
Classification (%): 19.1%			Classification (%): 13.1%			Classification (%): 22.1%
Word	χ²	p-value	Word	χ²	p-value	Word	χ²	p-value
Product	34.23	0.0000	Ecommerce	46.88	0.0000	Content	48.00	0.0000
Service	33.56	0.0000	Behavior	27.69	0.0000	Post	38.81	0.0000
Firm	30.31	0.0000	Helpfulness	26.93	0.0000	Facebook	38.81	0.0000
Communication	28.36	0.0000	Retail	26.56	0.0000	Message	34.38	0.0000
Emotional intelligence	25.89	0.0000	Shop	25.07	0.0000	Comment	21.52	0.0000
Sentiment	24.84	0.0000	Decision	20.02	0.0000	Twitter	21.52	0.0000
Equity	24.84	0.0000	Information	17.60	0.0000	Share	20.36	0.0000
Network	17.31	0.0000	Personalize	13.66	0.0000	Engagement	20.32	0.0000
Goal	12.81	0.0000	Impulsive	12.23	0.0000	Informational	17.88	0.0000
Management	8.18	0.0004	Emotion	8.58	0.0003	Audience	13.29	0.0000

Class 1: Humanized brand building			Class 2: Personalized consumer experience			Class 3: Content marketing
Classification (%): 19.1%			Classification (%): 13.1%			Classification (%): 22.1%
Word	χ²	p-value	Word	χ²	p-value	Word	χ²	p-value
Product	34.23	0.0000	Ecommerce	46.88	0.0000	Content	48.00	0.0000
Service	33.56	0.0000	Behavior	27.69	0.0000	Post	38.81	0.0000
Firm	30.31	0.0000	Helpfulness	26.93	0.0000	Facebook	38.81	0.0000
Communication	28.36	0.0000	Retail	26.56	0.0000	Message	34.38	0.0000
Emotional intelligence	25.89	0.0000	Shop	25.07	0.0000	Comment	21.52	0.0000
Sentiment	24.84	0.0000	Decision	20.02	0.0000	Twitter	21.52	0.0000
Equity	24.84	0.0000	Information	17.60	0.0000	Share	20.36	0.0000
Network	17.31	0.0000	Personalize	13.66	0.0000	Engagement	20.32	0.0000
Goal	12.81	0.0000	Impulsive	12.23	0.0000	Informational	17.88	0.0000
Management	8.18	0.0004	Emotion	8.58	0.0003	Audience	13.29	0.0000

Class 4: Consumer behavior in digital environments			Class 5: Affective responses in advertising			Class 6: Influencer marketing
Classification (%): 12.4%			Classification (%): 14.8%			Classification (%): 18.5%
Word	χ²	p-value	Word	χ²	p-value	Word	χ²	p-value
Internet	38.20	0.0000	Mobile	83.81	0.0000	Parasocial	54.03	0.0000
Hedonic	35.87	0.0000	Advertisement	35.35	0.0000	Follower	44.15	0.0000
Utilitarian	28.60	0.0000	Intention	29.62	0.0000	Attachment	40.32	0.0000
Behavior	28.32	0.0000	Stickiness	29.36	0.0000	Social media influencers	31.67	0.0000
Memes	16.57	0.0000	Anxiety	22.88	0.0000	Authenticity	31.67	0.0000
Fashion	14.60	0.0000	Pleasure	17.20	0.0000	Influencer	28.34	0.0000
Satisfaction	13.44	0.0000	Social media ads	17.20	0.0000	Relationship	23.70	0.0000
Environment	10.68	0.0001	Emojis	13.11	0.0000	Trustworthiness	17.91	0.0000
Admiration	10.59	0.0001	Happy	8.58	0.0003	Congruence	17.12	0.0000
Envy	10.59	0.0001	Sad	8.58	0.0003	Narrative	13.39	0.0000

Class 4: Consumer behavior in digital environments			Class 5: Affective responses in advertising			Class 6: Influencer marketing
Classification (%): 12.4%			Classification (%): 14.8%			Classification (%): 18.5%
Word	χ²	p-value	Word	χ²	p-value	Word	χ²	p-value
Internet	38.20	0.0000	Mobile	83.81	0.0000	Parasocial	54.03	0.0000
Hedonic	35.87	0.0000	Advertisement	35.35	0.0000	Follower	44.15	0.0000
Utilitarian	28.60	0.0000	Intention	29.62	0.0000	Attachment	40.32	0.0000
Behavior	28.32	0.0000	Stickiness	29.36	0.0000	Social media influencers	31.67	0.0000
Memes	16.57	0.0000	Anxiety	22.88	0.0000	Authenticity	31.67	0.0000
Fashion	14.60	0.0000	Pleasure	17.20	0.0000	Influencer	28.34	0.0000
Satisfaction	13.44	0.0000	Social media ads	17.20	0.0000	Relationship	23.70	0.0000
Environment	10.68	0.0001	Emojis	13.11	0.0000	Trustworthiness	17.91	0.0000
Admiration	10.59	0.0001	Happy	8.58	0.0003	Congruence	17.12	0.0000
Envy	10.59	0.0001	Sad	8.58	0.0003	Narrative	13.39	0.0000

Source(s): Research data, estimated by Iramuteq version 0.7 alpha 2 and Microsoft Excel