Investigation On The Influence Of Emotional Branded Assignment

Added on - 20 Feb 2021

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AN INVESTIGATION ONTHE INFLUENCE OFEMOTIONAL BRANDEDCONTENT (INCREASINGSHARING PROBABILITY)
Table of ContentsDATA ANALYSIS.........................................................................................................................1Reliability Test.............................................................................................................................1Hypothesis Testing......................................................................................................................2H1: The larger the total amount of positive emotion the content exhibits, the more likely itis going to be shared...................................................................................................................2H2: The larger the total amount of negative emotion the content exhibits, the more likely itis going to be shared...................................................................................................................5Hypotheses 3: Consumers are more likely to share user generated emotionally brandedcontent.........................................................................................................................................7Hypotheses 4: Consumers are more likely to share company generated emotionally brandedcontent.........................................................................................................................................9Hypotheses 5: Are male Instagram users more likely to share emotional branded content?12Hypotheses 6: Are female Instagram users more likely to share emotional branded content?...................................................................................................................................................12Discussion..................................................................................................................................13REFERENCES..............................................................................................................................14
DATA ANALYSISReliability TestThe evaluation of hypothesis is done by considering the reliable aspects given in the dataset. The test is performed on SPSS and it is evaluated that the hypothetical evaluation andproposition of data incurred to identify the factors which exactly connected with the data reports.in the present case the reliability test is carried out to evaluate the contextual relations among theasked questions and it is tried to evaluate if the factors and variables are enough capable tocorrelate and justify the hypothesis or not. The below test is able to correlate the context whichbased onan investigation on the influence of emotional branded contentthrough social media.Instagram is taken as a social media to assess the influence of emotional branded content. Thisreliability test has considered a five-point scale analysingdifferent emotions, positive andnegative, in regards to the hypotheses 1 to 6 postulated in regards to the given research study.This test justifies the reliability of 6 hypotheses in total as H1: The larger the total amount ofpositive emotion the content exhibits, the more likely it is going to be shared. H2: The larger thetotal amount of negative emotion the content exhibits, the more likely it is going to be shared.H3: Consumers are more likely to share user generated emotionally branded content H4:Consumers are more likely to share branded emotionally generated content H5: Are maleInstagram users more likely to share emotional branded content H6: Are female Instagram usersmore likely to share emotional branded content.Reliability StatisticsCronbach's AlphaCronbach's AlphaBased onStandardized ItemsN ofItems.891.89248Since Cronbach's Alphacoefficient is 0.891 which is more than 0.7 and considered goodin all the aspects. the scale is reliable for hypothesis testing for entire investigation because thevariables are quite relatable to investigation factors. This shows a mild power between the twovariables while the two variables move in the same direction. Thus, the reliability test is capableto correlate the edges of investigation of evaluating the influence of emotional branded contenton Instagram.Summary Item Statistics1
MeanMinimumMaximumRangeMaximum /MinimumVarianceN of ItemsItem Means2.6201.3774.4433.0663.226.61448Inter-ItemCorrelations.147-.426.9101.335-2.137.03648Scale StatisticsMeanVarianceStd.DeviationN of Items125.75421.15820.52248ANOVASum ofSquaresdfMean SquareFSigBetween People921.2841058.774WithinPeopleBetween Items3058.9054765.08368.096.000Residual4716.6784935.956Total7775.58349821.561Total8696.86750871.710Grand Mean = 2.62The ANOVA test states the results as(F = 68.096, 105, 47); (p value > 0.05). hence, thevariables have no any significant difference exist to nullify the hypothesis testing in the presentscenario.Hypothesis TestingH1: The larger the total amount of positive emotion the content exhibits, the more likely it isgoing to be shared.H1:The larger the total amount of positive emotion the content exhibits, the more likely it isgoing to be sharedH0:The larger the total amount of positive emotion the content exhibits, the more likely it is notgoing to be sharedPositive responseThe reliability test is mainly carried out in terms of determining the efficient resultsin terms of determining the state of mind of respondents that if they get influenced by thepositive branded content on social media. This test will able to assess the viability ofvariables whether the factors would be able to justify the results of this investigations or2
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