Correlation of all indepedent variables like Bardn Awareness Brand Image and

Correlation of all indepedent variables like bardn

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Correlation of all indepedent variables like Bardn Awareness, Brand Image and Emotional Explotiation in comparsion with consumer buying behviour is signifiacant. Bramd Image is correlated with consumer buying behaviour by 50.4%, Bramd awareness is correlated with consumer buying behaviour by 38% and emotional explotiation is correlated with consumer buying behaviour by 44.1%. It was observed that the relationship of social media advertisement have statistically positive significant correlation of branding with consumer purchasing shown strong correlation. Values claim that there is significant positive relation between, branding and consumer
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purchasing vhevaiour therefore null hypothesis is rejected and alternatives hypthosesis is accepted. 2.6 Hypothesis testing one Ho: there is no significant positive relation between social media advertisement and consumer purchasing intension 2.7 Model summary of regression Table:4. 7 Model Summary b Mo del R R Square Adjusted R Square Std. Error of the Estimate Change Statistics R Square Change F Change df1 df2 Sig. F Change 1 .451 a .204 .202 .60357 .204 88.821 1 347 .000 a. Predictors: (Constant), Social Media Advertisement b. Dependent Variable: consumer Purchasing Intention Table no: 4.9 The R2 value of in model summary box indicates that 20.4% change in consumer purchasing intention is explained by independent social media advertisement .In the regression model adjusted R square value if this study is .202 that is 20.2% means variance in the dependent variable social media advertisement toward consumer purchasing intention is clarified by the linear influence of independent variable remaining 100-28.4%= 20.6% of variance. Consumer purchasing intention is might be because of other factors which are not included in this model. This therefore, determine that a high relationship exist since it is above the recommended 50% (Mugenda & Mugenda,2003).this supports the argument by Stewart (2007) who indicates that there is exist a relationship between social media advertisement and institution consumer purchasing intention. He argues that if the process of social media advertisement is not done objectively, the consumer purchasing intention will influence potential consumer and thus affects its consumer purchasing intention.. The results reflect
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that the our research model is not good fit because R2 is less than 50% it means residuals are normally distributed and based on (P=0.000) less than 0.05 after analysing the result we conclude that there is significant impact social media advertisement, on consumer purchasing intention so therefore we reject null hypothesis.Hypothesis testing Two Ho: There is significant no impact of social media advertisement on consumer purchasing intention. 2.8 Anova table of regression Table:4. 8 ANOVA b Model Sum of Squares Df Mean Square F Sig. 1 Regression 32.357 1 32.357 88.821 .000 a Residual 126.411 347 .364 Total 158.768 348 a. Predictors: (Constant), Social Media b. Dependent Variable: The table no: 4.8 The analysis of variance results (ANOVA) indicated that the model of consumer purchasing intention and social media advertisement at F value=88.821.272, P=0.0000 explained the variance in consumer purchasing intention in research institutes of SZABIST, Chandka medical college and Sindh university Larkana Campus.
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  • Spring '16
  • Sir Abdul salam
  • Brand

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