Variable value valid percent frequency gender

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Variable Value Valid percent Frequency Gender Female 51 80 Male 49 78 Age 15-24 56 88 25-34 37 58 35-44 1 2 45 þ 6 10 Table I. Demographics of respondents Value Valid percent Frequency Visiting Facebook Several times a day 82 130 Once a day 9 14 Several times a week 8 12 Several times a month 1 2 Purpose of use 100% privacy 67 106 80/20 privacy/work 23 36 50/50 privacy/work 9 14 20/80 privacy/work 1 2 100% work 0 0 Attitude to marketing on Facebook Positive 34 54 Negative 14 22 No opinion 52 82 Table II. Facebook activity Facebook as a marketing channel 119
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3. Results The results from the empirical data show which functions that our respondents think are most important. We also receive a clear picture of which companies appear most often on Facebook. 3.1 Functions of marketing on Facebook The respondents were asked to answer questions about how they assess the value of different functions for marketing a company on Facebook. Their responses were given on a Likert scale from 1 to 5. Table III shows the responses as a percentage of how the respondents evaluate the various functions. We see from the table that marketing in the form of “status update” is the function that the respondents considered to be the most important/valuable in terms of marketing; 79 percent think that the function is very important and absolutely critical. Having a well-designed company profile was considered by the respondents to be very important or absolutely critical for marketing (64 percent). The responses show that the function “make friends with a private profile” was considered to be insignificant. 49 percent answered this question and only 6 percent felt that it was absolutely critical. Contests on Facebook were also not something that our respondents valued highly. Only 17 percent answered that contests were very important and absolutely critical. We had a follow-up question concerning contests, in the form of an open-ended question, where respondents were asked to describe what they think a good contest on Facebook should look like. The majority of respondents thought that the type of prizes begin given out was the most important component for the success of this function. They thought that a contest should be simple and clear, and that it should make people want to participate in the contest. To make it trustworthy, the companies also have to show who won the contest. Some respondents did not think that contests should exist on Facebook. They expressed not being interested in knowing if their friend either liked or participated in the contest; they found receiving this information annoying. Functions/rating Absolutely critical (%) Very important (%) Important (%) Somewhat important (%) Insignificant (%) Company profile 32 32 19 6 11 Movie clips 19 32 30 11 8 Pictures 38 34 18 4 6 Message 26 25 28 8 13 Contest 8 9 15 30 38 Ads 9 6 26 25 34 Friends 6 4 21 21 49 Geographical 13 19 23 15 30 Status updates 45 34 13 4 4 Like 21 32 30 11 6 Check-in 11 19 21 26 23 Event 25 26 32 15 2 Link 25 23 38 8 8 Talking about 8 19 28 21 25 Spread/share 15 34 26 11 13 Ambassadors 9 21 26 21 23 Associations 11 26 34 21 8 Table III.
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