Assignment 3

Project
Submitted by Ayesha Zulfiqar (110)
Submitted to Dr. Qalandar Hayat
Course MVDA
Section MBA (1.5) Afternoon
Date 05,11, 2022
Faculty of Management Sciences
National University of Modern Language
1
Preface
The research programs grows the student’s potential and analytical activity to do the work in
better manner. Student can learn more through researches to enhance their working abilities to
analyze and compute data. I got a chance to do the research in NUML university. During the
research I learned about its functions, working and objectives and especially how to run analysis
on multivariate data.
2
Acknowledgement
First of all I want to express all my humble to Allah Ta’la that these are only prayers that I
reached to this stage and performing research under qualified lecturer. Secondly, I am grateful to
my honorable teacher Dr. Qalandar Hayat for providing me the opportunity of doing research. I
am also thankful to all the respondents for their cooperation, valuable answers and support
throughout the research period.
3
Dedication
I dedicate all my efforts to my parents who supported me in all my ups and downs with their
physical and Spiritual efforts.
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Contents
1. Introduction:...........................................................................................................................................6
2. Theoretical Framework:.........................................................................................................................6
Conceptual Framework:.............................................................................................................................7
3. Questionnaire:........................................................................................................................................8
4. Coding of Variables:............................................................................................................................15
5. Preliminary data examination..............................................................................................................16
Univariate Profiling:................................................................................................................................16
6. Bivariate Profiling................................................................................................................................23
7. Bivarate Relationship...........................................................................................................................42
8. Multivariate Profiling...........................................................................................................................43
Graphs......................................................................................................................................................43
9. Measures of association.......................................................................................................................46
Correlation...............................................................................................................................................46
10. Missing Data and Four Steps to Identify.........................................................................................49
MVA........................................................................................................................................................49
Multiple Imputations................................................................................................................................50
Missing Value..........................................................................................................................................50
Replace Missing Values...........................................................................................................................60
11. Linear Model Regression.................................................................................................................61
12. Factor Analysis................................................................................................................................73
13. CFA................................................................................................................................................147
14. AMOS Diagrams:..........................................................................................................................152
5
1. Introduction:
Impact of social media marketing strategies used by brands during Covid-19, to spread brand
awareness for developing customers purchase intention.
2. Theoretical Framework:
Social Media Marketing Brand Awareness Customer Purchase
Intention
Social Media Usage

during Covid-19
This framework describes relationship between different variables. In this framework, Social
media marketing is acting as independent variable which has effect on mediating variable i.e
Brand Awareness, that has direct impact on customer purchase intention. Therefore, social media
usage during Covid-19 acts as moderating variable and increases or decreases impact of
independent variable over dependent variable.
Independent Variable: (Social Media Marketing (Stephen, Andrew T. "The role of digital and
social media marketing in consumer behavior." Current opinión in Psychology 10 (2016): 17-
21.)
Dependent Variable: Customer Purchase Intention (Husnain, Mudassir, and AreebaToor. "The
impact of social network marketing on consumer purchase intention in Pakistan: Consumer
engagement as a mediator." Asian Journal of Business and Accounting 10.1 (2017): 167-199.)
Mediating Variable: Brand Awareness (Cao, Yue, and Gerhard Havranek."Marketing in Social
Media." (2013).)
Moderating Variable: Social Media Usage during Covid-19 (Wong, Adrian, et al. "The use of
social media and online communications in times of pandemic COVID-19." Journal of the
Intensive Care Society 22.3 (2021): 255-260.)
6
Conceptual Framework:
In this framework, we will discuss details about given variables in theoretical framework.
Social Media Marketing Brand Awareness Customer Purchase

Intention
Social Media Advertising Sponsored Ads
Brand Knowledge
Brand Pages Sponsored brand pages
Online Purchasing.
Social Media Usage

during Covid-19
Increased Social Media
Usage
Increased online
selling
7
3. Questionnaire:
Informed Consent
You are being invited to participate in the research study about the role of social media
marketing in customer purchase intention. This study is conducted as a part of Post-Graduate
research thesis. The information you provide will be kept confidential and will be used for
research purpose only. Your participation in this study should be voluntary; you are free to
withdraw at any step if you feel the need to. This questionnaire will take about 5 to 10 minutes to
complete. If you are willing take part in the study, please indicate your consent by signing below.
Consent:I voluntarily agree to take part in this study.
Participant’s signature:
Regards,
Muhammad Ahmad (Research Investigator)
Department of Management Sciences
National University of Modern Languages, Islamabad
Ahmdsh747@gmail.com
Date:
8
Demographic Sheet
(NOTE:Please try to fill in all the given options without missing any, so that this survey could be
utilized to full extend in data analysis, as part of the data set in this research)
Age: years
Gender: Male Female
University:
Semester: Department:
Please tick mark an option for how many hours Please tick mark an option for how many hours
generally, you use social media per day. generally, you use social media per week.
Up to 1 hour or less
2 to 4 Hours
Up to 2 hours or less
5 to 7 Hours
8 to 10 Hours
11 to 13 Hours
14 to 18 Hours
18 to 25 Hours
7 hours or more
25 to 34 Hours
More than 35 Hours
Please tick mark an option for degree/Program you are currently enrolled at the University.
Bachelor (2-years) Bachelors (4-years)
Masters (After 2-years Bachelors Masters (M.S/MPhill)
PhD Diploma/Certification Course
Family Type: Nuclear Joint To which province do you belong:

Relationship Status:
Single
In a Relationship Punjab Sindh Balochistan
(Married/Engaged/Neither Engaged
nor Married)
KPK Azad Kashmir Gilgit-Baltistan
9
Capital
Territory
Family Monthly Income:
Less than Rs.20,000
Rs.20,000 to less than Rs.50,000
Rs.50,000 to less than Rs.100,000
Rs.100,000 or more
10
(NOTE: Try to rate all the statements, without missing any, so that this survey could be utilized
to full extend. Also, keep in mind while filling that there are no right or wrong answers when it
comes to an individualexperience)
Instructions: The following statements are about your opinion on social media marketing
activities. Please read each statement in the light of your experience and chose one option that
is closer or most relevant to you, on given rating scale with options ranging from Strongly
disagree = 1, Disagree 2, Neutral = 3, Agree- 4 and Strongly agree = 5.
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Q.# Statements
1. I feel annoyed by ads while using Facebook, 1 2 3 4 5

Instagram, Youtube etc.
I get to know of useful products through social
2. 1 2 3 4 5
media advertising.
I follow social media pages of different brands to
3. keep myself up to date. 1 2 3 4 5
I like to buy products through social media
channels.
4. 1 2 3 4 5
Mostly i do online purchasing through social media
channels.
5. I like watching ads using Facebook, Instagram, 1 2 3 4 5
Youtube etc., as they help me making right decision
about purchasing.
6 1 2 3 4 5
I don’t follow social media pages of brands.
I think social media is best channel for brand to
communicate with us.
7. I prefer buying products that are advertised on social 1 2 3 4 5
8. media. 1 2 3 4 5
Social media channels give us information about
different useful products.
9. 1 2 3 4 5
10. 1 2 3 4 5
Instructions: The following statements are about your opinion on Brand Awareness. Please read
11
each statement in the light of your experience and chose one option that is closer or most relevant
to you, on given rating scale with options ranging from Strongly disagree = 1, Disagree 2,
Neutral = 3, Agree- 4 and Strongly agree = 5.
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Q.# Statements
11. I like to buy mostly branded products. 1 2 3 4 5

12. I don’t buy a product until I am not totally aware of 1 2 3 4 5
its brand.
I think social media is a good source for brand
13. 1 2 3 4 5
awareness among potential customers.
I like to know about different brands as it helps me
14. choose a better product. 1 2 3 4 5
I prefer buying local products instead of branded
ones.
15. 1 2 3 4 5
I think social media marketing should be
encouraged.
16. Social media provides useful information about 1 2 3 4 5
product.
17. I think sponsoring brands can be useful for gathering 1 2 3 4 5

customers.
Social media is not a very good source of brand
18. awareness. 1 2 3 4 5
I think social media marketing should be

19. discouraged. 1 2 3 4 5
20. 1 2 3 4 5
Instructions: The following statements are about your opinion on Customer Purchase
Intention..Please read each statement in the light of your experience and chose one option that is
closer or most relevant to you, on given rating scale with options ranging from Strongly
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Q.# Statements
12
21. I am more likely to buy a product whose brand page 1 2 3 4 5
I follow.
I am more likely to buy a product that is
22. 1 2 3 4 5
recommended by celebrities.
Most of times, I prefer to buy products with good
23. reviews by other customers. 1 2 3 4 5
I am more likely to buy product from brands who
respond to me within no time.
24. 1 2 3 4 5
I don’t use celebrity marketed products.
I prefer purchasing products that are recommended
25. by my friends. 1 2 3 4 5
26. During Covid-19, I mostly did online purchasing. 1 2 3 4 5
I am more likely to buy a product that I come across

27. on social media channels. 1 2 3 4 5
28. I don’t trust social media channels that brands use 1 2 3 4 5
for marketing.
I like you use influencers marketing products.
29. 1 2 3 4 5
30. 1 2 3 4 5
Instructions: The following statements are about your usage social media during Covid-19
pandemic. Please read each statement in the light of your experience and chose one option that is
closer or most relevant to you, on given rating scale with options ranging from Strongly
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Q.# Statements
31. I liked to use social media in quarantine days. 1 2 3 4 5

32. I feel depressed when I use social media. 1 2 3 4 5
33. I spent most of my time on social media in Covid-19 1 2 3 4 5
pandemic.
Using social media makes me happy.
34. 1 2 3 4 5
13
35. I think social media made us close to whole world 1 2 3 4 5
during Covid-19.
I did not prefer to use social media during Covid-19.
36. 1 2 3 4 5
Internet services are not so good in our region.
37. 1 2 3 4 5
I stayed indoor during Covid-19 pandemic.
38. 1 2 3 4 5
Social media usage was high in my family members
39. 1 2 3 4 5
and friends Covid-19 crisis.\
I spent my time scrolling facebook and instagram
40. during quarantine period. 1 2 3 4 5
14
4. Coding of Variables:
Sr. Variables Anchors Coding
1 Gender Male 1
Female 0
2 Education Diploma 0
Bachelors 2 Years 1
Bachelors 4 Years 2
Masters 2 Years 3
Mphill/MS 4
PhD 5
3 Relationship Status Single 0
In a Relationship 1
(Married/Engaged/Neither
Engaged nor Married)
4 Province Punjab 0
Sindh 1
KPK 2
Balochistan 3
Gilgit Baltistan 4
Capital Territory 5
Azad Kashmir 6
5 Question No. 1 to Strongly Disagree 1
Question No. 40
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5
15
5. Preliminary data examination
Univariate Profiling:
Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
X31 - I am more likely 55 100.0% 0 0.0% 55 100.0%
to buy a product whose
brand page I follow.
This summary table shows that the variable X31 is a valid variable with 55 responses without
any missing data.
Descriptives
Statistic Std. Error
X31 - I am more likely Mean 3.44 .139
to buy a product whose 95% Confidence Lower 3.16
brand page I follow. Interval for Mean Bound
Upper 3.72
Bound
5% Trimmed Mean 3.48
Median 4.00
Variance 1.065
Std. Deviation 1.032
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
16
Skewness -.872 .322
Kurtosis .388 .634
This table shows that variable X31 has mean value of 3.44 and median 4.00 that refers to Agree.
Standard deviation between answers is 1.032 that is also significant. Skewness indicates the
negative direction and magnitude of distribution's deviation giving value of -0.872. As kurtosis is
low there is lack of outliers.
Extreme Values
Case Number Value
X31 - I am more likely Highest 1 8 5
to buy a product whose 2 12 5
brand page I follow. 3 13 5
4 22 5
5 43 5
Lowest 1 53 1
2 45 1
3 30 1
4 10 1
5 51 2a
a. Only a partial list of cases with the value 2 are shown in the table
of lower extremes.
This table shows that some responses were identified disturbing the calculations because of there
highest or lowest values that are showed in the table.
Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
X31 - I am more likely .289 55 .000 .845 55 .000
a. Lilliefors Significance Correction
17
Two normality tests (KS, Shapiro-Wilk) are run on X31 that shows that the variable is highly
significant because of its Sigma value 0.000
Histogram
Histogram provides a visual interpretation. of numerical data by showing the number of data
points that fall within a specified range of values as This graph shows frequency of responses on
X31 that seems close to Agree.
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Stem and Leaf Plot
X31 - I am more likely to buy a product whose brand page I follow. Stem-and-Leaf Plot
Frequency Stem & Leaf
4.00 Extremes (=<1.0)

5.00 2 . 00000
.00 2.
14.00 3 . 00000000000000
.00 3.
27.00 4 . 000000000000000000000000000
.00 4.
5.00 5 . 00000
Stem width: 1
Each leaf: 1 case(s)
Stem and leaf graph has same usage like histogram, it also shows majority of respondents i.e 27
Agreed to the X31, 5 disagreed, 14 remained neutral, 5 strongly agreed while 4 respondents were
found at extreme values.
Normal Q-Q Plot
19
This Graph shows the distribution of the data against the expected normal distribution. As we see
that responses almost lie in a straight line the data is normally distributed.
Detrended Normal Q-Q Plot
20
This graph shows a horizontal line representing what would be expected for that value if the data
sere normally distributed. Any values below or above represent what how much lower or higher
the value is.
Boxplot
21
This graph above is called Box plot, we used this box plot to identify outliers in the data sets that
are 53,30,45,10. It shows outliers separately and does not allow them to mixup with the other
normal values.
Frequencies
Statistics
X31 - I am more likely to
buy a product whose brand
page I follow.
N Valid 55
Missing 0
X31 - I am more likely to buy a product whose brand page I

follow.
Valid Cumulative
Frequency Percent Percent Percent
Valid 1 4 7.3 7.3 7.3
2 5 9.1 9.1 16.4
3 14 25.5 25.5 41.8
4 27 49.1 49.1 90.9
5 5 9.1 9.1 100.0
Total 55 100.0 100.0
This table shows frequency of the responses on X31 that is 55. The table confirms that all the
responses are valid. And there is no missing value found here.
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6. Bivariate Profiling
Case Processing Summary
X2 - I get to know of Cases
useful products through Valid Missing Total
social media advertising. N Percent N Percent N Percent
X31 - I am more likely 1 1 100.0% 0 0.0% 1 100.0%
to buy a product whose 2 5 100.0% 0 0.0% 5 100.0%
brand page I follow. 3 9 100.0% 0 0.0% 9 100.0%
4 34 100.0% 0 0.0% 34 100.0%
5 6 100.0% 0 0.0% 6 100.0%
This case process summary show bivariate profile of two variables i.e, X2 and X31. There is no missing value in these variables, all
the values are valid.
Descriptives
X2 - I get to know of useful products through social media
advertising. Statistic Std. Error
X31 - I am more likely 2 Mean 2.40 .510
to buy a product whose 95% Confidence Interval Lower Bound .98
23
brand page I follow. for Mean Upper Bound 3.82
Median 2.00
Variance 1.300
Minimum 1
Maximum 4
Range 3
Skewness .405 .913
Kurtosis -.178 2.000
3 Mean 3.00 .333
95% Confidence Interval Lower Bound 2.23
for Mean Upper Bound 3.77
Median 3.00
Variance 1.000
Minimum 1
Maximum 4
Range 3
24
Skewness -.964 .717
Kurtosis .786 1.400
4 Mean 3.65 .146
Median 4.00
Variance .720
Std. Deviation .849
Minimum 1
Maximum 5
Range 4
Skewness -1.124 .403
Kurtosis 2.004 .788
5 Mean 3.50 .563
Median 4.00
25
Variance 1.900
Minimum 1
Maximum 5
Range 4
Skewness -1.375 .845
Kurtosis 2.355 1.741
a. X31 - I am more likely to buy a product whose brand page I follow. is constant when X2 - I get to know of useful
products through social media advertising. = 1. It has been omitted.
When we find bi-variate analysis of the data we find that variables on 2 nd component are more likely to be neutral with majority of
respondents disagreeing to the statement. Similarly on 3 rd component respondents remained neutral. On 4 th component respondents
agreed to the question as well as in 5th question answers were same.
26
Tests of Normality
X2 - I get to know of Kolmogorov-Smirnov Shapiro-Wilk
useful products through
social media advertising. Statistic df Sig. Statistic df Sig.
X31 - I am more likely 2 .237 5 .200* .961 5 .814
to buy a product whose 3 .278 9 .044 .853 9 .081
brand page I follow. 4 .338 34 .000 .805 34 .000
5 .308 6 .077 .857 6 .178
*. This is a lower bound of the true significance.
a. X31 - I am more likely to buy a product whose brand page I follow. is constant when X2 - I get to know of useful
products through social media advertising. = 1. It has been omitted.
b. Lilliefors Significance Correction
This table shows that in KS test the responses collected on second and fifth components are in significant as the Sigma value is greater
than 0.05. as well as the responses on 3rd and 4th components are significant as their values are smaller than 0.05. but when we run
Shapiro-Wilk test, Values other than 4th component are in significant as they are greater than Sigma value.
27
X31 - I am more likely to buy a product whose brand page I follow.
Histogram
This histogram shows that by checking bivariate profiling average responses by X31 and X2 on
component 2 have value of 2.4 with a data fluctuation of 1.14 from mean.
28
This histogram shows that by checking bivariate profiling, average responses by X31 and X2 on
component 3 have value of 3.0 with a data fluctuation of 1 from its mean.
29
component 4 have value of 3.66 with a data fluctuation of 0.849 from its mean.
component 5 have value of 3.5 with a data fluctuation of 1.378 from its mean.
Stem and Leaf Plots
X31 - I am more likely to buy a product whose brand page I follow. Stem-and-Leaf Plot for
X2= 2
1.00 1. 0
2.00 2 . 00
1.00 3. 0
30
1.00 4. 0
Stem width: 1
Stem and leaf plot shown above describes that when relation between 2 variables, X31 and X2 is
checked, responses density on component 2 is greater than other components, that shows that 2
respondents disagreed.
X2= 3
1.00 Extremes (=<1.0)

1.00 2. 0
.00 2.
4.00 3 . 0000
.00 3.
3.00 4 . 000
Stem width: 1
checked, 4 respondents remained neutral to the question.
X2= 3
31
X2= 4
1.00 Extremes (=<1.0)

2.00 2 . 00
.00 2.
8.00 3 . 00000000
.00 3.
20.00 4 . 00000000000000000000
.00 4.
3.00 5 . 000
Stem width: 1
Stem and leaf plot shown above describes that when relation between 2 variables, X31 and X2
on 4th component is checked, 20 respondents agreed to the question.
X2= 5
1.00 Extremes (=<1.0)

1.00 3. 0
32
3.00 4 . 000
1.00 5. 0
Stem width: 1
checked on 5th component, 3 respondents agreed to the question.
Normal Q-Q Plots
When we examined relation between X31 and X2, we observed that in 2nd component the data is
normally distributed as observed values are so close to expected values.
33
When we examined relation between X31 and X2, we observed that in 3rd component, the data is
normally distributed as observed values are so close to expected values.
When we examined relation between X31 and X2, we observed that in 3rd component, the data is
not normally distributed as observed values on 1 are much deviated from expected values.
34
When we examined relation between X31 and X2, we observed that in 4th component, the data is
a little abnormally distributed as observed values are not so close to expected values.
Detrended Normal Q-Q Plots
35
36
BoxPlot
37
This box-plot graph shows that there is outlier at 3rd component as of case 10, 4th component as
of 45 and 5th component as of 53. These outliers are detected while running X2 and X31
variables together.
Frequencies
Statistics
X2 - I get to
know of
X31 - I am useful
more likely to products
buy a product through
whose brand social media
page I follow. advertising.
N Valid 55 55
Missing 0 0
Both X2 and X31 have 55 responses each with zero missing values.
38
Frequency Table
X31 - I am more likely to buy a product whose brand page I

follow.
Valid Cumulative
Valid 1 4 7.3 7.3 7.3
2 5 9.1 9.1 16.4
3 14 25.5 25.5 41.8
4 27 49.1 49.1 90.9
5 5 9.1 9.1 100.0
Total 55 100.0 100.0
This summary table shows that the variable X31 has all 55 valid responses without any missing
data, most responses fell on 4th component.

advertising.
Valid Cumulative
Valid 1 1 1.8 1.8 1.8
2 5 9.1 9.1 10.9
3 9 16.4 16.4 27.3
4 34 61.8 61.8 89.1
5 6 10.9 10.9 100.0
Total 55 100.0 100.0
This summary table shows that the variable X2 is a valid variable with 55 responses without any
missing data, most responses fell on 4th component.
39
Bar Chart
Histogram provides a visual interpretation of numerical data by showing the number of data
X31 that most responses fall to Agree.
40
Histogram provides a visual interpretation of numerical data by showing the number of data
X2 that most responses fall to Agree that is 4th component.
41
7. Bivarate Relationship
In this simple scatter diagram, we observed the relationship between X31 and X2. We found that
Both variable possess a positive co-relation between them.
42
8. Multivariate Profiling
Graphs
Scatterplot Matrix
As from above, we can easily observe that in multivariate analysis, scatterplot matrix show
positive correlation between multiple variables given above.
43
Simple 3-D scatter
We used Simple 3D Scatter plot to display the properties of data as three variables of a dataset
and found that all 3 variables are positively correlated with each other.
Grouped 3-D Scatter
44
45
9. Measures of association
Correlation
Correlations
X6 - I like
watching ads
using
X3 - I follow Facebook,
social media X5 - Mostly I Instagram, X8 - I think X9 - I prefer
pages of X4 - I like to do online Youtube etc., social media is buying
different buy products purchasing as they help me X7 - I don’t best channel products that
brands to keep through social through social making right follow social for brand to are advertised
myself up to media media decision about media pages of communicate on social
date. channels. channels. purchasing. brands. with us. media.
X3 - I follow social media Pearson Correlation 1 .407** .268* .279* -.131 .350** .521**
pages of different brands Sig. (2-tailed) .002 .048 .039 .341 .009 .000
to keep myself up to date. N 55 55 55 55 55 55 55
X4 - I like to buy products Pearson Correlation .407** 1 .605** .493** .134 .145 .467**
through social media Sig. (2-tailed) .002 .000 .000 .328 .291 .000
channels. N 55 55 55 55 55 55 55
46
X5 - Mostly I do online Pearson Correlation .268* .605** 1 .546** .043 .198 .469**
purchasing through social Sig. (2-tailed) .048 .000 .000 .754 .147 .000
media channels. N 55 55 55 55 55 55 55
X6 - I like watching ads Pearson Correlation .279* .493** .546** 1 .004 .399** .450**
using Facebook, Sig. (2-tailed) .039 .000 .000 .976 .003 .001
Instagram, Youtube etc., N 55 55 55 55 55 55 55
as they help me making
right decision about
purchasing.
X7 - I don’t follow social Pearson Correlation -.131 .134 .043 .004 1 -.142 .262
media pages of brands. Sig. (2-tailed) .341 .328 .754 .976 .300 .054
N 55 55 55 55 55 55 55
X8 - I think social media Pearson Correlation .350** .145 .198 .399** -.142 1 .480**
is best channel for brand Sig. (2-tailed) .009 .291 .147 .003 .300 .000
to communicate with us. N 55 55 55 55 55 55 55
X9 - I prefer buying Pearson Correlation .521** .467** .469** .450** .262 .480** 1
products that are Sig. (2-tailed) .000 .000 .000 .001 .054 .000
advertised on social N 55 55 55 55 55 55 55
media.
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
47
This diagram shows that correlation between X3 and X4,X5,X6,X8 and X9 is significant but with X7 is insignificant. Correlation between X4 and X3,X5,X6 and X9 is significant
but with X8 and X9 is insignificant. Similarly, Correlation of X5 with X3,X4,X6 and X9 is significant but with X7 and X8 is insignificant. . Correlation between X6 and
X3,X4,X5,X8 and X9 is significant but with X7 is insignificant. Correlation of X7 is insignificant with all variables. Correlation between X8 and X3,X6and X9 is significant but
insignificant with all others. . Correlation between X9 and X3,X4,X5,X6 and X8 is significant but with X7 is insignificant.
48
10.Missing Data and Four Steps to Identify
MVA
Univariate Statistics
Std. Missing No. of Extremesa
N Mean Deviation Count Percent Low High
Age 53 22.53 2.750 2 3.6 0 2
X2 55 3.71 .854 0 .0 1 0
X3 55 3.53 1.086 0 .0 4 0
X4 55 3.29 1.197 0 .0 0 0
X5 55 3.20 1.223 0 .0 0 0
X11 55 3.45 1.119 0 .0 3 0
X12 55 3.84 .938 0 .0 1 0
X13 55 3.95 .931 0 .0 4 0
X14 55 3.76 .838 0 .0 2 0
X1 55 0 .0
X6 55 0 .0
X7 55 0 .0
X8 55 0 .0
X9 55 0 .0
X10 55 0 .0
X15 55 0 .0
X16 55 0 .0
a. Number of cases outside the range (Q1 - 1.5*IQR, Q3 + 1.5*IQR).
Purpose to generate above table is to identify which variable has missing values. It is clearly seen
that only AGE is the variable where there are two missing values with and average value of
22.53. Fluctuations in data average are found by 2.750. This table also shows 2 outliers with
extreme value in age variable.
49
Multiple Imputations
Missing Value
50
In this graph it is clearly seen that only age is the variable where 2 missing values are found, all
other are complete.
51
This histogram refers to percentage of responses of age variable and describes that 3.636% values are missing out of 100%.
Frequencies
52
Statistics
X13 - I think
social media is
X2 - I get to X3 - I follow X5 - Mostly I a good source X14 - I like to
know of useful social media X4 - I like to do online X12 - I don’t for brand know about X17 - Social
products pages of buy products purchasing X11 - I like to buy a product awareness different brands media provides
through social different brands through social through social buy mostly until I am not among as it helps me useful
media to keep myself media media branded totally aware of potential choose a better information
Age? advertising. up to date. channels. channels. products. its brand. customers. product. about product.
N Valid 53 55 55 55 55 55 55 55 55 55
Missing 2 0 0 0 0 0 0 0 0 0
This statistic table also shows the same results given in above tables that 2 respondents failed to answer AGE variable. No missing values are found in any other variable.
Frequency table
Age?
Valid Cumulative
Valid 17 1 1.8 1.9 1.9
18 2 3.6 3.8 5.7
19 3 5.5 5.7 11.3
20 6 10.9 11.3 22.6
53
21 4 7.3 7.5 30.2
22 9 16.4 17.0 47.2
23 12 21.8 22.6 69.8
24 10 18.2 18.9 88.7
25 2 3.6 3.8 92.5
26 1 1.8 1.9 94.3
27 1 1.8 1.9 96.2
30 1 1.8 1.9 98.1
33 1 1.8 1.9 100.0
Total 53 96.4 100.0
Missing System 2 3.6
Total 55 100.0
Frequency table shows that 53 respondents responded to Age variable out of 55. Most respondents were 23 to 24 years old.

advertising.
Valid Cumulative
Valid 1 1 1.8 1.8 1.8
2 5 9.1 9.1 10.9
3 9 16.4 16.4 27.3
4 34 61.8 61.8 89.1
54
5 6 10.9 10.9 100.0
Total 55 100.0 100.0
Frequency table of X2 show that all Values are valid. No missing value is found and mostly respondents fall in 4 th category of the likert scale.
X3 - I follow social media pages of different brands to keep
myself up to date.
Valid Cumulative
Valid 1 4 7.3 7.3 7.3
2 5 9.1 9.1 16.4
3 12 21.8 21.8 38.2
4 26 47.3 47.3 85.5
5 8 14.5 14.5 100.0
Total 55 100.0 100.0
55
X4 - I like to buy products through social media channels.
Valid Cumulative
Valid 1 5 9.1 9.1 9.1
2 9 16.4 16.4 25.5
3 15 27.3 27.3 52.7
4 17 30.9 30.9 83.6
5 9 16.4 16.4 100.0
Total 55 100.0 100.0
Frequency table of X4 show that all Values are valid. No missing value is found and mostly respondents fall in 3 rd and 4th category of the likert scale.
X5 - Mostly I do online purchasing through social media

channels.
Valid Cumulative
Valid 1 7 12.7 12.7 12.7
2 9 16.4 16.4 29.1
3 11 20.0 20.0 49.1
56
4 22 40.0 40.0 89.1
5 6 10.9 10.9 100.0
Total 55 100.0 100.0
X11 - I like to buy mostly branded products.

Valid Cumulative
Valid 1 3 5.5 5.5 5.5
2 9 16.4 16.4 21.8
3 12 21.8 21.8 43.6
4 22 40.0 40.0 83.6
5 9 16.4 16.4 100.0
Total 55 100.0 100.0
X12 - I don’t buy a product until I am not totally aware of its

brand.
Valid Cumulative
57
Valid 1 1 1.8 1.8 1.8
2 5 9.1 9.1 10.9
3 8 14.5 14.5 25.5
4 29 52.7 52.7 78.2
5 12 21.8 21.8 100.0
Total 55 100.0 100.0
X13 - I think social media is a good source for brand

awareness among potential customers.
Valid Cumulative
Valid 1 2 3.6 3.6 3.6
2 2 3.6 3.6 7.3
3 7 12.7 12.7 20.0
4 30 54.5 54.5 74.5
5 14 25.5 25.5 100.0
Total 55 100.0 100.0
58
X14 - I like to know about different brands as it helps me
choose a better product.
Valid Cumulative
Valid 1 2 3.6 3.6 3.6
2 1 1.8 1.8 5.5
3 12 21.8 21.8 27.3
4 33 60.0 60.0 87.3
5 7 12.7 12.7 100.0
Total 55 100.0 100.0
X17 - Social media provides useful information about product.

Valid Cumulative
Valid 1 2 3.6 3.6 3.6
2 4 7.3 7.3 10.9
3 12 21.8 21.8 32.7
4 27 49.1 49.1 81.8
5 10 18.2 18.2 100.0
59
Total 55 100.0 100.0
Frequency table of X17 show that all Values are valid. No missing value is found and mostly respondents fall 3 rd and 5th category of the likert scale.
Replace Missing Values
Result Variables
N of Case Number of Non-
Replaced Missing Values
Result Missing N of Valid Creating
Variable Values First Last Cases Function
1 Age_1 2 1 55 55 SMEAN(Age
)
Missing value of age is filled by using a command smean(age) in spss that took a mean value of 53 cases in that variable and automatically filled up the empty case. Variable name for all the valid values is Age_1.
60
11.Linear Model Regression
Correlations
X9 - I prefer
X21 - I liked buying
to use social products that
media in are advertised
quarantine on social
days. media.
Pearson X21 - I liked to 1.000 .248
Correlation use social media
in quarantine days.
X9 - I prefer .248 1.000
buying products
that are advertised
on social media.
Sig. (1-tailed) X21 - I liked to . .034
use social media
in quarantine days
61
X9 - I prefer .034 .
buying products
that are advertised
on social media.
N X21 - I liked to 55 55
use social media
in quarantine days.
X9 - I prefer 55 55
buying products
that are advertised
on social media.
X21 and X9 are associated with R= 0.248 and both are positively and significantly associated with each other, P<0.05.
Variables Entered/Removeda
Variables Variables
Model Entered Removed Method
62
1 X21 - I liked . Enter
to use social
media in
quarantine
days.
a. Dependent Variable: X9 - I prefer buying
products that are advertised on social media.
b. All requested variables entered.
This table shows the method of entering and removing the variables. We used method of entering.
Model Summaryb
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .248a .061 .044 1.092
a. Predictors: (Constant), X21 - I liked to use social media
in quarantine days.
b. Dependent Variable: X9 - I prefer buying products that
are advertised on social media.
This table shows that variation in X9 due to X21 is 6%. Both variables show a correlation of 0.248.
ANOVA
63
Sum of
Model Squares df Mean Square F Sig.
1 Regression 4.133 1 4.133 3.463 .068b
Residual 63.249 53 1.193
Total 67.382 54
a. Dependent Variable: X9 - I prefer buying products that are advertised on social
media.
b. Predictors: (Constant), X21 - I liked to use social media in quarantine days.
Model is significant because it shows that change caused by independent variable is significant.
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.337 .685 3.414 .001
X21 - I liked to use .314 .169 .248 1.861 .068
social media in
quarantine days.
a. Dependent Variable: X9 - I prefer buying products that are advertised on social media.
If we Change X21, X9 changes by 31 percent. There is an error in significance because probability of error is higher than 0.05. Similarly, constant value should be insignificant but it is significant that shows there are some other factors that are
effecting the variable.
64
Residuals Statisticsa
Minimu Maximu Std.
m m Mean Deviation N
Predicted Value 2.97 3.91 3.58 .277 55
Std. Predicted Value -2.228 1.176 .000 1.000 55
Standard Error of .147 .363 .201 .054 55
Predicted Value
Adjusted Predicted 2.84 4.04 3.58 .278 55
Value
Residual -2.907 1.721 .000 1.082 55
Std. Residual -2.661 1.575 .000 .991 55
Stud. Residual -2.722 1.608 .000 1.010 55
Deleted Residual -3.040 1.793 .001 1.125 55
Stud. Deleted Residual -2.906 1.633 -.010 1.035 55
Mahal. Distance .002 4.966 .982 1.155 55
Cook's Distance .000 .225 .020 .039 55
Centered Leverage .000 .092 .018 .021 55
Value
a. Dependent Variable: X9 - I prefer buying products that are advertised on social
media.
Descriptive Statistics
65
Minimu Maximu Std.
N m m Mean Deviation
X1 - I feel annoyed by 55 1 5 3.55 1.345
ads while using
Facebook
InstagramYoutubeetc
X2 - I get to know of 55 1 5 3.71 .854
useful products through
social media
advertising.
X3 - I follow social 55 1 5 3.53 1.086
media pages of
different brands to keep
myself up to date.
X4 - I like to buy 55 1 5 3.29 1.197
products through social
media channels.
X5 - Mostly I do online 55 1 5 3.20 1.223
purchasing through
social media channels.
66
X6 - I like watching ads 55 1 5 3.24 1.232
using Facebook,
Instagram, Youtube
etc., as they help me
making right decision
about purchasing.
X7 - I don’t follow 55 1 5 3.13 1.263
social media pages of
brands.
X8 - I think social 55 1 5 3.93 .979
media is best channel
for brand to
communicate with us.
X9 - I prefer buying 55 1 5 3.58 1.117
products that are
advertised on social
media.
X10 - Social media 55 2 5 3.96 .793
channels give us
information about
different useful
products.
67
X11 - I like to buy 55 1 5 3.45 1.119
mostly branded
products.
X12 - I don’t buy a 55 1 5 3.84 .938
product until I am not
totally aware of its
brand.
X13 - I think social 55 1 5 3.95 .931
media is a good source
for brand awareness
among potential
customers.
X14 - I like to know 55 1 5 3.76 .838
about different brands
as it helps me choose a
better product.
X15 - I prefer buying 55 1 5 3.33 1.055
local products instead
of branded ones.
X16 - I think social 55 1 5 3.85 .989
media marketing should
be encouraged.
68
X17 - Social media 55 1 5 3.71 .975
provides useful
information about
product.
X18 - I think 55 1 5 3.55 .978
sponsoring brands can
be useful for gathering
Online customers.
X19 - Social media is 55 1 5 3.05 1.161
not a very good source
of brand awareness.
X20 - I think social 55 1 5 3.16 1.167
be discouraged.
X21 - I liked to use 55 2 5 3.96 .881
social media in
quarantine days.
X22 - I feel happy 55 1 5 3.82 .884
when I use social
media.
69
X23 - I spent most of 55 1 5 3.82 .863
my time on social
media in Covid-19
pandemic.
X24 - Using social 55 1 5 3.47 .997
media excessively
makes me exhausted.
X25 - I think social 55 1 5 3.71 1.031
media made us close to
whole world during
Covid-19.
X26 - I did not prefer to 55 1 5 3.16 1.151
use social media during
Covid-19
X27 - Internet services 55 1 5 3.55 1.068
are not so good in our
region.
X28 - I stayed indoor 55 1 5 3.84 .918
during Covid-19
pandemic.
70
x29 - Social media 55 1 5 3.75 .985
usage was high in my
family members and
friends Covid-19 crisis.
X30 - I spent my time 55 1 5 3.62 1.130
scrolling facebook and
instagram during
quarrantine period.
X31 - I am more likely 55 1 5 3.44 1.032
X32 - I am more likely 55 1 5 3.33 1.171
to buy a product that is
recommended by
celebrities.
X33 - Most of times, I 55 1 5 3.67 1.019
prefer to buy products
with good reviews.
X34 - I am more likely 55 1 5 3.58 1.066
to buy product from
brands who respond to
me within no time.
71
X35 - I don’t use 55 1 5 3.62 .850
celebrity marketed
products.
X36 - I prefer 55 1 5 3.78 .896
purchasing products
that are recommended
by my friends.
X37 - During Covid-19, 55 1 5 3.69 .998
I preferred online
purchasing.
X38 - I am more likely 55 1 5 3.67 .982
to buy a product that I
come across on social
media channels.
X39 - I don’t trust 55 1 5 3.56 .977
social media channels
that brands use for
marketing.
X40 - I like you use 55 1 5 3.56 1.085
influencers marketing
products.
Valid N (listwise) 55
72
12.Factor Analysis
Descriptive Statistics
Std. Analysis
Mean Deviation N
X3 - I follow social 3.53 1.086 55
media pages of
myself up to date.
X5 - Mostly I do online 3.20 1.223 55
purchasing through
X7 - I don’t follow 3.13 1.263 55
brands.
73
X9 - I prefer buying 3.58 1.117 55
products that are
media.
X10 - Social media 3.96 .793 55
channels give us
information about
different useful
products.
X11 - I like to buy 3.45 1.119 55
mostly branded
products.
X13 - I think social 3.95 .931 55
for brand awareness
among potential
customers.
X15 - I prefer buying 3.33 1.055 55
of branded ones.
74
X17 - Social media 3.71 .975 55
provides useful
information about
product.
X18 - I think 3.55 .978 55
Online customers.
X20 - I think social 3.16 1.167 55
be discouraged.
X21 - I liked to use 3.96 .881 55
social media in
quarantine days.
X23 - I spent most of 3.82 .863 55
my time on social
media in Covid-19
pandemic.
X28 - I stayed indoor 3.84 .918 55
during Covid-19
pandemic.
75
X31 - I am more likely 3.44 1.032 55
X33 - Most of times, I 3.67 1.019 55
with good reviews.
X34 - I am more likely 3.58 1.066 55
to buy product from
me within no time.
X35 - I don’t use 3.62 .850 55
celebrity marketed
products.
X36 - I prefer 3.78 .896 55
purchasing products
by my friends.
X40 - I like you use 3.56 1.085 55
products.
Descriptive statistics is showing mean along with standard deviation of all the variables.
76
Correlatio
n Matrixa
X3 - I
follow X13 - I X31 - X34 - I
social think I am am more
media X10 - social X15 - I X18 - I more X33 - likely to
pages X7 - I X9 - I Social media is prefer think X23 - I likely Most of buy X35 - I
of X5 - don’t prefer media a good buying X17 - sponsorin spent to buy times, I product don’t X36 - I
differen Mostly I follow buying channels X11 - I source local Social g brands X20 - I most of X28 - I a prefer from use prefer X40 - I
t do online social products give us like to for brand product media can be think social X21 - I my time stayed produc to buy brands celebrit purchasing like you
brands purchasin media that are informatio buy awarenes s provides useful for media liked to on social indoor t product who y products that use
to keep g through pages advertise n about mostly s among instead useful gathering marketing use social media in during whose s with respond markete are influencer
myself social of d on different branded potential of informatio Online should be media in Covid-19 Covid-19 brand good to me d recommende s
up to media brands social useful products customer branded n about customers discourage quarantin pandemi pandemi page I reviews within no products d by my marketing
date. channels. . media. products. . s. ones. product. . d. e days. c. c. follow. . time. . friends. products.
77
Correlation X3 - I 1.000 .268 -.131 .521 .259 .378 .102 -.121 .497 .526 -.288 .214 .124 .200 .468 .276 .082 -.079 -.013 .356
follow
social media
pages of
different
brands to
keep myself
up to date.
X5 - Mostly .268 1.000 .043 .469 .046 .081 .189 .092 .158 .170 .106 .093 .123 .310 .355 .157 .307 .271 .361 .486
I do online
purchasing
through
social media
channels.
X7 - I don’t -.131 .043 1.000 .262 -.162 .168 -.010 .566 .076 .108 .601 .121 -.029 -.253 .013 -.010 .178 .357 .074 -.107
follow
social media
pages of
brands.
78
X9 - I prefer .521 .469 .262 1.000 .192 .362 .067 .244 .447 .535 .210 .248 .227 .221 .547 .122 .379 .316 .296 .519
buying
products
that are
advertised
on social
media.
X10 - Social .259 .046 -.162 .192 1.000 .228 -.053 .059 .274 .026 -.134 -.028 .126 .195 .156 .123 -.062 .144 .015 .024
media
channels
give us
information
about
different
useful
products.
X11 - I like .378 .081 .168 .362 .228 1.000 .024 -.050 .293 .243 .155 .186 .106 .056 .402 .035 .193 -.009 .138 .105
to buy
mostly
branded
products.
79
X13 - I .102 .189 -.010 .067 -.053 .024 1.000 -.076 .003 .318 -.060 .178 -.059 .076 .064 .371 .033 .020 .230 .233
think social
media is a
good source
for brand
awareness
among
potential
customers.
X15 - I -.121 .092 .566 .244 .059 -.050 -.076 1.000 .094 .057 .542 .152 .128 -.116 -.066 .033 .272 .514 .175 -.083
prefer
buying local
products
instead of
branded
ones.
80
X17 - Social .497 .158 .076 .447 .274 .293 .003 .094 1.000 .403 -.039 .074 .156 .070 .496 .256 .059 .266 .053 .315
media
provides
useful
information
about
product.
X18 - I .526 .170 .108 .535 .026 .243 .318 .057 .403 1.000 .083 .389 .230 .369 .475 .257 .205 .144 .265 .421
think
sponsoring
brands can
be useful for
gathering
Online
customers.
X20 - I -.288 .106 .601 .210 -.134 .155 -.060 .542 -.039 .083 1.000 .150 .122 .146 .078 -.172 .279 .494 .265 .131
think social
media
marketing
should be
discouraged.
81
X21 - I liked .214 .093 .121 .248 -.028 .186 .178 .152 .074 .389 .150 1.000 .698 .153 .181 .213 .397 .080 .224 .177
to use social
media in
quarantine
days.
X23 - I .124 .123 -.029 .227 .126 .106 -.059 .128 .156 .230 .122 .698 1.000 .359 .174 .057 .459 .055 .259 .230
spent most
of my time
on social
media in
Covid-19
pandemic.
X28 - I .200 .310 -.253 .221 .195 .056 .076 -.116 .070 .369 .146 .153 .359 1.000 .311 .080 .194 .085 .473 .522
stayed
indoor
during
Covid-19
pandemic.
82
X31 - I am .468 .355 .013 .547 .156 .402 .064 -.066 .496 .475 .078 .181 .174 .311 1.000 .279 .203 .151 .205 .438
more likely
to buy a
product
whose brand
page I
follow.
X33 - Most .276 .157 -.010 .122 .123 .035 .371 .033 .256 .257 -.172 .213 .057 .080 .279 1.000 .332 .067 .285 .187
of times, I
prefer to buy
products
with good
reviews.
X34 - I am .082 .307 .178 .379 -.062 .193 .033 .272 .059 .205 .279 .397 .459 .194 .203 .332 1.00 .086 .387 .144
more likely 0
to buy
product
from brands
who respond
to me within
no time.
83
X35 - I -.079 .271 .357 .316 .144 -.009 .020 .514 .266 .144 .494 .080 .055 .085 .151 .067 .086 1.000 .424 .077
don’t use
celebrity
marketed
products.
X36 - I -.013 .361 .074 .296 .015 .138 .230 .175 .053 .265 .265 .224 .259 .473 .205 .285 .387 .424 1.000 .548
prefer
purchasing
products
that are
recommende
d by my
friends.
X40 - I like .356 .486 -.107 .519 .024 .105 .233 -.083 .315 .421 .131 .177 .230 .522 .438 .187 .144 .077 .548 1.000
you use
influencers
marketing
products.
84
Sig. (1- X3 - I .024 .171 .000 .028 .002 .229 .189 .000 .000 .016 .058 .184 .072 .000 .021 .276 .284 .463 .004
tailed) follow
social media
pages of
different
brands to
keep myself
up to date.
X5 - Mostly .024 .377 .000 .370 .278 .084 .252 .124 .107 .220 .250 .186 .011 .004 .126 .011 .023 .003 .000
I do online
purchasing
through
social media
channels.
X7 - I don’t .171 .377 .027 .119 .110 .472 .000 .291 .217 .000 .190 .416 .031 .461 .471 .097 .004 .295 .217
follow
social media
pages of
brands.
85
X9 - I prefer .000 .000 .027 .080 .003 .314 .036 .000 .000 .062 .034 .048 .053 .000 .188 .002 .009 .014 .000
buying
products
that are
advertised
on social
media.
X10 - Social .028 .370 .119 .080 .047 .351 .335 .022 .425 .165 .418 .180 .077 .128 .186 .326 .147 .458 .430
media
channels
give us
information
about
different
useful
products.
X11 - I like .002 .278 .110 .003 .047 .430 .359 .015 .037 .130 .087 .220 .343 .001 .399 .079 .474 .158 .222
to buy
mostly
branded
products.
86
X13 - I .229 .084 .472 .314 .351 .430 .291 .492 .009 .332 .097 .335 .291 .322 .003 .407 .442 .046 .044
think social
media is a
good source
for brand
awareness
among
potential
customers.
X15 - I .189 .252 .000 .036 .335 .359 .291 .247 .339 .000 .133 .177 .200 .317 .407 .022 .000 .101 .273
prefer
buying local
products
instead of
branded
ones.
87
X17 - Social .000 .124 .291 .000 .022 .015 .492 .247 .001 .389 .296 .128 .306 .000 .029 .335 .025 .350 .009
media
provides
useful
information
about
product.
X18 - I .000 .107 .217 .000 .425 .037 .009 .339 .001 .274 .002 .046 .003 .000 .029 .067 .147 .025 .001
think
sponsoring
brands can
be useful for
gathering
Online
customers.
X20 - I .016 .220 .000 .062 .165 .130 .332 .000 .389 .274 .137 .187 .143 .286 .104 .019 .000 .025 .171
think social
media
marketing
should be
discouraged.
88
X21 - I liked .058 .250 .190 .034 .418 .087 .097 .133 .296 .002 .137 .000 .133 .093 .059 .001 .281 .050 .098
to use social
media in
quarantine
days.
X23 - I .184 .186 .416 .048 .180 .220 .335 .177 .128 .046 .187 .000 .004 .102 .339 .000 .345 .028 .045
spent most
of my time
on social
media in
Covid-19
pandemic.
X28 - I .072 .011 .031 .053 .077 .343 .291 .200 .306 .003 .143 .133 .004 .010 .280 .078 .270 .000 .000
stayed
indoor
during
Covid-19
pandemic.
89
X31 - I am .000 .004 .461 .000 .128 .001 .322 .317 .000 .000 .286 .093 .102 .010 .020 .069 .135 .067 .000
more likely
to buy a
product
whose brand
page I
follow.
X33 - Most .021 .126 .471 .188 .186 .399 .003 .407 .029 .029 .104 .059 .339 .280 .020 .007 .314 .017 .086
of times, I
prefer to buy
products
with good
reviews.
X34 - I am .276 .011 .097 .002 .326 .079 .407 .022 .335 .067 .019 .001 .000 .078 .069 .007 .266 .002 .148
more likely
to buy
product
from brands
who respond
to me within
no time.
90
X35 - I .284 .023 .004 .009 .147 .474 .442 .000 .025 .147 .000 .281 .345 .270 .135 .314 .266 .001 .288
don’t use
celebrity
marketed
products.
X36 - I .463 .003 .295 .014 .458 .158 .046 .101 .350 .025 .025 .050 .028 .000 .067 .017 .002 .001 .000
prefer
purchasing
products
that are
recommende
d by my
friends.
X40 - I like .004 .000 .217 .000 .430 .222 .044 .273 .009 .001 .171 .098 .045 .000 .000 .086 .148 .288 .000
you use
influencers
marketing
products.
a.
Determina
nt = 2.92E-
005
91
This graph is showing positive and negative correlation of all the valid variables, as X1 and X2 are correlated by 0.189, X1 and X3 are correlated by 0.307, X1 and X4 are negatively correlated by 0.31 and so on, keep in mind that correlation
value should be between 0.20 and 0.80. This table also shows significance between the correlated variables, s X1 and X2 are insignificant because P>0.05, X1 and X3 are significant Because P<0.05. There are many variables whom p value is
less than 0.05. all of them are significant and correlation.
Inverse of
Correlation
Matrix
X34 - I
am
more
X3 - I X13 - I X31 - I likely
follow X10 - think am to buy
social Social social X15 - I X18 - I more X33 - product
media X5 - X7 - I X9 - I media media is a prefer X17 - think X23 - I likely Most of from
pages of Mostly I don’t prefer channels good buying Social sponsorin X20 - I spent to buy times, I brands X36 - I prefer X40 - I
differen do online follow buying give us X11 - I source for local media g brands think social X21 - I most of X28 - I a prefer to who purchasing like you
t brands purchasing social products informatio like to brand products provides can be media liked to my time stayed product buy respond X35 - I products that use
to keep through media that are n about buy awareness instead useful useful for marketing use social on social indoor whose products to me don’t use are influencer
myself social pages advertised different mostly among of informatio gathering should be media in media in during brand with within celebrity recommende s
up to media of on social useful branded potential branded n about Online discouraged quarantin Covid-19 Covid-19 page I good no marketed d by my marketing
date. channels. brands. media. products. products. customers. ones. product. customers. . e days. pandemic. pandemic. follow. reviews. time. products. friends. products.
92
X3 - I follow 2.997 -.326 .120 -.649 -.068 -.847 .285 -.306 -.332 -.743 1.143 -.441 .373 -.414 .113 -.390 .075 -.033 .951 -.590
social media
pages of
different
brands to
keep myself
up to date.
X5 - Mostly I -.326 1.979 -.312 -.160 .115 -.001 -.367 -.097 .351 .637 .670 .071 .167 -.403 -.359 .259 -.736 -.844 .385 -.959
do online
purchasing
through
social media
channels.
X7 - I don’t .120 -.312 2.674 -.931 .336 -.090 .047 -.519 -.313 -.262 -1.668 -.037 -.019 .700 .232 -.439 .664 .614 -.506 1.015
follow social
media pages
of brands.
93
X9 - I prefer -.649 -.160 -.931 3.849 -.518 -.423 .120 -.353 .355 -.769 1.020 .116 .210 .359 -.624 .883 -1.497 -1.204 .801 -1.990
buying
products that
are
advertised on
social media.
X10 - Social -.068 .115 .336 -.518 1.609 -.505 -.039 -.385 -.124 .396 .278 .268 -.378 -.554 .134 -.374 .431 -.291 .217 .283
media
channels give
us
information
about
different
useful
products.
X11 - I like -.847 -.001 -.090 -.423 -.505 2.162 -.132 .650 -.535 .231 -1.187 -.306 .207 .420 -.490 .373 .093 1.014 -1.246 1.131
to buy mostly
branded
products.
94
X13 - I think .285 -.367 .047 .120 -.039 -.132 1.546 .123 .161 -.639 .000 -.298 .288 .183 .279 -.540 .230 .047 -.087 -.217
social media
is a good
source for
brand
awareness
among
potential
customers.
X15 - I prefer -.306 -.097 -.519 -.353 -.385 .650 .123 2.369 -.195 -.058 -1.031 -.010 -.186 .443 .363 -.124 -.137 -.222 -.406 .551
buying local
products
instead of
branded
ones.
X17 - Social -.332 .351 -.313 .355 -.124 -.535 .161 -.195 2.390 -.454 .767 .721 -.675 .334 -.445 -.301 -.216 -1.209 .944 -1.216
media
provides
useful
information
about
product.
95
X18 - I think -.743 .637 -.262 -.769 .396 .231 -.639 -.058 -.454 2.654 .051 -.689 .378 -.904 -.360 .121 .032 .016 -.161 .180
sponsoring
brands can be
useful for
gathering
Online
customers.
X20 - I think 1.143 .670 -1.668 1.020 .278 -1.187 .000 -1.031 .767 .051 4.423 -.237 .491 -1.181 -.342 .786 -1.403 -2.070 1.705 -2.275
social media
marketing
should be
discouraged.
X21 - I liked -.441 .071 -.037 .116 .268 -.306 -.298 -.010 .721 -.689 -.237 2.959 -2.233 .621 .023 -.456 .095 -.275 .116 -.068
to use social
media in
quarantine
days.
96
X23 - I spent .373 .167 -.019 .210 -.378 .207 .288 -.186 -.675 .378 .491 -2.233 3.262 -.851 -.051 .691 -.994 .081 .038 -.334
most of my
time on
social media
in Covid-19
pandemic.
X28 - I -.414 -.403 .700 .359 -.554 .420 .183 .443 .334 -.904 -1.181 .621 -.851 2.627 -.223 .031 .171 .394 -.956 -.100
stayed indoor
during
Covid-19
pandemic.
X31 - I am .113 -.359 .232 -.624 .134 -.490 .279 .363 -.445 -.360 -.342 .023 -.051 -.223 2.188 -.585 .213 -.045 .244 -.052
more likely
to buy a
product
whose brand
page I
follow.
97
X33 - Most -.390 .259 -.439 .883 -.374 .373 -.540 -.124 -.301 .121 .786 -.456 .691 .031 -.585 2.132 -1.115 -.220 -.312 -.354
of times, I
prefer to buy
products with
good
reviews.
X34 - I am .075 -.736 .664 -1.497 .431 .093 .230 -.137 -.216 .032 -1.403 .095 -.994 .171 .213 -1.115 2.940 1.420 -1.275 1.736
more likely
to buy
product from
brands who
respond to
me within no
time.
X35 - I don’t -.033 -.844 .614 -1.204 -.291 1.014 .047 -.222 -1.209 .016 -2.070 -.275 .081 .394 -.045 -.220 1.420 3.559 -2.261 2.275
use celebrity
marketed
products.
98
X36 - I prefer .951 .385 -.506 .801 .217 -1.246 -.087 -.406 .944 -.161 1.705 .116 .038 -.956 .244 -.312 -1.275 -2.261 3.839 -2.661
purchasing
products that
are
recommende
d by my
friends.
X40 - I like -.590 -.959 1.015 -1.990 .283 1.131 -.217 .551 -1.216 .180 -2.275 -.068 -.334 -.100 -.052 -.354 1.736 2.275 -2.661 4.657
you use
influencers
marketing
products.
The table above shows inverse correlation of variables
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling .576
Adequacy.
Bartlett's Test of Approx. Chi-Square 485.589
Sphericity df 190
Sig. .000
KMO shows that our sampling is adequate because its value is higher than 0.500. Batlett’s test is related to the association of variables with each others and shos that our variables have sufficient correlation.
99
Anti-image
Matrices
X34 - I
am
X3 - I X31 - more
follow X13 - I I am likely
social think more to buy
media X10 - social X15 - I X18 - I likely X33 - produc
pages X7 - I X9 - I Social media is prefer think X23 - I to buy Most of t from X35 - I
of X5 - don’t prefer media a good buying X17 - sponsorin spent a times, I brands don’t X36 - I
differe Mostly I follow buying channels X11 - I source local Social g brands X20 - I X21 - I most of X28 - I produc prefer who use prefer X40 - I
nt do online social products give us like to for brand product media can be think social liked to my time stayed t to buy respon celebrit purchasing like you
brands purchasin media that are informatio buy awarenes s provides useful for media use on social indoor whose product d to y products that use
to keep g through pages advertise n about mostly s among instead useful gathering marketing social media in during brand s with me markete are influencer
myself social of d on different branded potential of informatio Online should be media in Covid-19 Covid-19 page I good within d recommende s
up to media brands social useful product customer brande n about customer discourage quarantin pandemi pandemi follow reviews no product d by my marketing
date. channels. . media. products. s. s. d ones. product. s. d. e days. c. c. . . time. s. friends. products.
100
Anti-image X3 - I .334 -.055 .015 -.056 -.014 -.131 .062 -.043 -.046 -.093 .086 -.050 .038 -.053 .017 -.061 .009 -.003 .083 -.042
Covariance follow
social media
pages of
different
brands to
keep myself
up to date.
X5 - Mostly -.055 .505 -.059 -.021 .036 .000 -.120 -.021 .074 .121 .077 .012 .026 -.078 -.083 .061 -.126 -.120 .051 -.104
I do online
purchasing
through
social media
channels.
X7 - I don’t .015 -.059 .374 -.090 .078 -.015 .011 -.082 -.049 -.037 -.141 -.005 -.002 .100 .040 -.077 .084 .064 -.049 .081
follow
social media
pages of
brands.
101
X9 - I prefer -.056 -.021 -.090 .260 -.084 -.051 .020 -.039 .039 -.075 .060 .010 .017 .036 -.074 .108 -.132 -.088 .054 -.111
buying
products
that are
advertised
on social
media.
X10 - Social -.014 .036 .078 -.084 .621 -.145 -.016 -.101 -.032 .093 .039 .056 -.072 -.131 .038 -.109 .091 -.051 .035 .038
media
channels
give us
information
about
different
useful
products.
X11 - I like -.131 .000 -.015 -.051 -.145 .462 -.039 .127 -.104 .040 -.124 -.048 .029 .074 -.104 .081 .015 .132 -.150 .112
to buy
mostly
branded
products.
102
X13 - I .062 -.120 .011 .020 -.016 -.039 .647 .033 .044 -.156 3.008E-5 -.065 .057 .045 .083 -.164 .051 .009 -.015 -.030
think social
media is a
good source
for brand
awareness
among
potential
customers.
X15 - I -.043 -.021 -.082 -.039 -.101 .127 .033 .422 -.035 -.009 -.098 -.001 -.024 .071 .070 -.025 -.020 -.026 -.045 .050
prefer
buying local
products
instead of
branded
ones.
103
X17 - Social -.046 .074 -.049 .039 -.032 -.104 .044 -.035 .418 -.072 .073 .102 -.087 .053 -.085 -.059 -.031 -.142 .103 -.109
media
provides
useful
information
about
product.
X18 - I -.093 .121 -.037 -.075 .093 .040 -.156 -.009 -.072 .377 .004 -.088 .044 -.130 -.062 .021 .004 .002 -.016 .015
think
sponsoring
brands can
be useful for
gathering
Online
customers.
X20 - I .086 .077 -.141 .060 .039 -.124 3.008E-5 -.098 .073 .004 .226 -.018 .034 -.102 -.035 .083 -.108 -.131 .100 -.110
think social
media
marketing
should be
discouraged.
104
X21 - I -.050 .012 -.005 .010 .056 -.048 -.065 -.001 .102 -.088 -.018 .338 -.231 .080 .004 -.072 .011 -.026 .010 -.005
liked to use
social media
in
quarantine
days.
X23 - I .038 .026 -.002 .017 -.072 .029 .057 -.024 -.087 .044 .034 -.231 .307 -.099 -.007 .099 -.104 .007 .003 -.022
spent most
of my time
on social
media in
Covid-19
pandemic.
X28 - I -.053 -.078 .100 .036 -.131 .074 .045 .071 .053 -.130 -.102 .080 -.099 .381 -.039 .006 .022 .042 -.095 -.008
stayed
indoor
during
Covid-19
pandemic.
105
X31 - I am .017 -.083 .040 -.074 .038 -.104 .083 .070 -.085 -.062 -.035 .004 -.007 -.039 .457 -.126 .033 -.006 .029 -.005
more likely
to buy a
product
whose brand
page I
follow.
X33 - Most -.061 .061 -.077 .108 -.109 .081 -.164 -.025 -.059 .021 .083 -.072 .099 .006 -.126 .469 -.178 -.029 -.038 -.036
of times, I
prefer to
buy
products
with good
reviews.
106
X34 - I am .009 -.126 .084 -.132 .091 .015 .051 -.020 -.031 .004 -.108 .011 -.104 .022 .033 -.178 .340 .136 -.113 .127
more likely
to buy
product
from brands
who
respond to
me within
no time.
X35 - I -.003 -.120 .064 -.088 -.051 .132 .009 -.026 -.142 .002 -.131 -.026 .007 .042 -.006 -.029 .136 .281 -.165 .137
don’t use
celebrity
marketed
products.
X36 - I .083 .051 -.049 .054 .035 -.150 -.015 -.045 .103 -.016 .100 .010 .003 -.095 .029 -.038 -.113 -.165 .260 -.149
prefer
purchasing
products
that are
recommend
ed by my
friends.
107
X40 - I like -.042 -.104 .081 -.111 .038 .112 -.030 .050 -.109 .015 -.110 -.005 -.022 -.008 -.005 -.036 .127 .137 -.149 .215
you use
influencers
marketing
products.
Anti-image X3 - I .753a -.134 .042 -.191 -.031 -.333 .133 -.115 -.124 -.264 .314 -.148 .119 -.148 .044 -.154 .025 -.010 .280 -.158
Correlation follow
social media
pages of
different
brands to
keep myself
up to date.
X5 - Mostly -.134 .655a -.136 -.058 .064 -.001 -.210 -.045 .161 .278 .227 .029 .066 -.177 -.172 .126 -.305 -.318 .140 -.316
I do online
purchasing
through
social media
channels.
108
X7 - I don’t .042 -.136 .593a -.290 .162 -.037 .023 -.206 -.124 -.098 -.485 -.013 -.007 .264 .096 -.184 .237 .199 -.158 .288
follow
social media
pages of
brands.
X9 - I prefer -.191 -.058 -.290 .692a -.208 -.147 .049 -.117 .117 -.241 .247 .034 .059 .113 -.215 .308 -.445 -.325 .208 -.470
buying
products
that are
advertised
on social
media.
X10 - Social -.031 .064 .162 -.208 .461a -.271 -.025 -.197 -.063 .192 .104 .123 -.165 -.270 .072 -.202 .198 -.122 .087 .103
media
channels
give us
information
about
different
useful
products.
109
X11 - I like -.333 -.001 -.037 -.147 -.271 .427a -.072 .287 -.236 .096 -.384 -.121 .078 .176 -.225 .174 .037 .366 -.432 .357
to buy
mostly
branded
products.
X13 - I .133 -.210 .023 .049 -.025 -.072 .561a .064 .084 -.315 7.866E-5 -.139 .128 .091 .152 -.298 .108 .020 -.036 -.081
think social
media is a
good source
for brand
awareness
among
potential
customers.
X15 - I -.115 -.045 -.206 -.117 -.197 .287 .064 .731a -.082 -.023 -.319 -.004 -.067 .178 .159 -.055 -.052 -.076 -.135 .166
prefer
buying local
products
instead of
branded
ones.
110
X17 - Social -.124 .161 -.124 .117 -.063 -.236 .084 -.082 .612a -.180 .236 .271 -.242 .133 -.195 -.133 -.081 -.415 .312 -.365
media
provides
useful
information
about
product.
X18 - I -.264 .278 -.098 -.241 .192 .096 -.315 -.023 -.180 .753a .015 -.246 .128 -.342 -.150 .051 .011 .005 -.050 .051
think
sponsoring
brands can
be useful for
gathering
Online
customers.
X20 - I .314 .227 -.485 .247 .104 -.384 7.866E-5 -.319 .236 .015 .425a -.065 .129 -.346 -.110 .256 -.389 -.522 .414 -.501
think social
media
marketing
should be
discouraged.
111
X21 - I -.148 .029 -.013 .034 .123 -.121 -.139 -.004 .271 -.246 -.065 .601a -.719 .223 .009 -.182 .032 -.085 .034 -.018
liked to use
social media
in
quarantine
days.
X23 - I .119 .066 -.007 .059 -.165 .078 .128 -.067 -.242 .128 .129 -.719 .559a -.291 -.019 .262 -.321 .024 .011 -.086
spent most
of my time
on social
media in
Covid-19
pandemic.
X28 - I -.148 -.177 .264 .113 -.270 .176 .091 .178 .133 -.342 -.346 .223 -.291 .617a -.093 .013 .062 .129 -.301 -.028
stayed
indoor
during
Covid-19
pandemic.
112
X31 - I am .044 -.172 .096 -.215 .072 -.225 .152 .159 -.195 -.150 -.110 .009 -.019 -.093 .837a -.271 .084 -.016 .084 -.016
more likely
to buy a
product
whose brand
page I
follow.
X33 - Most -.154 .126 -.184 .308 -.202 .174 -.298 -.055 -.133 .051 .256 -.182 .262 .013 -.271 .492a -.445 -.080 -.109 -.112
of times, I
prefer to
buy
products
with good
reviews.
113
X34 - I am .025 -.305 .237 -.445 .198 .037 .108 -.052 -.081 .011 -.389 .032 -.321 .062 .084 -.445 .467a .439 -.379 .469
more likely
to buy
product
from brands
who
respond to
me within
no time.
X35 - I -.010 -.318 .199 -.325 -.122 .366 .020 -.076 -.415 .005 -.522 -.085 .024 .129 -.016 -.080 .439 .399a -.612 .559
don’t use
celebrity
marketed
products.
X36 - I .280 .140 -.158 .208 .087 -.432 -.036 -.135 .312 -.050 .414 .034 .011 -.301 .084 -.109 -.379 -.612 .483a -.629
prefer
purchasing
products
that are
recommend
ed by my
friends.
114
X40 - I like -.158 -.316 .288 -.470 .103 .357 -.081 .166 -.365 .051 -.501 -.018 -.086 -.028 -.016 -.112 .469 .559 -.629 .498a
you use
influencers
marketing
products.
a. Measures of
Sampling
Adequacy(MS
A)
Communalities
Extractio
Initial n
X3 - I follow social 1.000 .742
media pages of
myself up to date.
X5 - Mostly I do online 1.000 .484
purchasing through
115
X7 - I don’t follow 1.000 .789
brands.
X9 - I prefer buying 1.000 .730
products that are
media.
X10 - Social media 1.000 .741
channels give us
information about
different useful
products.
X11 - I like to buy 1.000 .471
mostly branded
products.
X13 - I think social 1.000 .654
for brand awareness
among potential
customers.
116
X15 - I prefer buying 1.000 .739
of branded ones.
X17 - Social media 1.000 .639
provides useful
information about
product.
X18 - I think 1.000 .605
Online customers.
X20 - I think social 1.000 .784
be discouraged.
X21 - I liked to use 1.000 .774
social media in
quarantine days.
X23 - I spent most of 1.000 .844
my time on social
media in Covid-19
pandemic.
117
X28 - I stayed indoor 1.000 .725
during Covid-19
pandemic.
X31 - I am more likely 1.000 .621
X33 - Most of times, I 1.000 .758
with good reviews.
X34 - I am more likely 1.000 .559
to buy product from
me within no time.
X35 - I don’t use 1.000 .737
celebrity marketed
products.
X36 - I prefer 1.000 .708
purchasing products
by my friends.
118
X40 - I like you use 1.000 .755
products.
Extraction Method: Principal Component
Analysis.
This tables shows shared variance between all the variables. As communality values depend on sample size than communality value is enough to be greater than 0.6. X5 and X11 have less shared variance than others. But it is considered to be
OK that communalities can be greater than 0.4.
Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
1 5.014 25.071 25.071 5.014 25.071 25.071 3.225 16.125 16.125
2 2.812 14.060 39.131 2.812 14.060 39.131 2.819 14.094 30.219
3 1.879 9.393 48.524 1.879 9.393 48.524 2.674 13.370 43.589
4 1.578 7.892 56.416 1.578 7.892 56.416 2.185 10.923 54.513
5 1.404 7.021 63.437 1.404 7.021 63.437 1.614 8.071 62.584
6 1.172 5.860 69.297 1.172 5.860 69.297 1.343 6.713 69.297
7 .948 4.739 74.036
8 .895 4.475 78.511
9 .730 3.651 82.162
10 .606 3.031 85.193
11 .522 2.611 87.804
119
12 .478 2.389 90.193
13 .408 2.039 92.232
14 .377 1.885 94.117
15 .314 1.571 95.687
16 .275 1.374 97.061
17 .212 1.062 98.123
18 .164 .819 98.942
19 .143 .715 99.658
20 .068 .342 100.000
Extraction Method: Principal Component Analysis.
Eigenvalues should be greater than 1. So we can take maximum 6 components. In the same table it can be seen that cumulative % in 5 th and 6th component is greater than 60% so we have to take components that have cumulative % greater than
60% and should not have eigenvalue less than 1. It means we will tka e% or 6 components.
120
Scree plot shows the eigenvalue is greater in first 6 6 components.
Component Matrixa
Component
1 2 3 4 5 6
121
X9 – I prefer buying .782
products that are
media.
X18 – I think .693
Online customers.
X31 – I am more likely .680
X40 – I like you use .673
products.
X36 – I prefer .584 -.451
purchasing products
by my friends.
X3 – I follow social .557 -.532
media pages of
myself up to date.
122
X5 – Mostly I do online .557
purchasing through
X17 – Social media .539 .527
provides useful
information about
product.
X34 – I am more likely .517
to buy product from
me within no time.
X28 – I stayed indoor .512 -.445 -.430
during Covid-19
pandemic.
X11 – I like to buy .421
mostly branded
products.
X20 – I think social .789
be discouraged.
123
X15 – I prefer buying .757
of branded ones.
X7 – I don’t follow .730
brands.
X35 – I don’t use .567
celebrity marketed
products.
X21 – I liked to use .496 .636
social media in
quarantine days.
X23 – I spent most of .476 .591
my time on social
media in Covid-19
pandemic.
X13 – I think social .675
for brand awareness
among potential
customers.
124
X33 – Most of times, I .593 .446
with good reviews.
X10 – Social media .650
channels give us
information about
different useful
products.
a. 6 components extracted.
Values of loadings are greater than 0.3 and variables are loading on more than one components.
Reproduced
Correlations
125
X34 - I
am
X3 - I more
follow X13 - I X31 - likely
social think I am to buy
media X10 - social X15 - I X18 - I more X33 - produc
pages X7 - I X9 - I Social media is prefer think X23 - I likely Most of t from X35 - I
of X5 - don’t prefer media a good buying X17 - sponsorin spent to buy times, I brands don’t X36 - I
differen Mostly I follow buying channels X11 - I source local Social g brands X20 - I most of X28 - I a prefer who use prefer X40 - I
t do online social products give us like to for brand product media can be think social X21 - I my time stayed produc to buy respon celebrit purchasing like you
brands purchasin media that are informatio buy awarenes s provides useful for media liked to on social indoor t product d to y products that use
to keep g through pages advertise n about mostly s among instead useful gathering marketing use social media in during whose s with me markete are influencer
myself social of d on different branded potential of informatio Online should be media in Covid-19 Covid-19 brand good within d recommende s
up to media brands social useful products customer brande n about customers discourage quarantin pandemi pandemi page I reviews no products d by my marketing
Co date. channels. . media. products. . s. d ones. product. . d. e days. c. c. follow. . time. . friends. products.
126
Reproduced X3 - I .742a .210 -.134 .512 .297 .460 .143 -.211 .583 .532 -.272 .201 .143 .175 .598 .305 .087 -.096 .003 .358
Correlation follow
social media
pages of
different
brands to
keep myself
up to date.
X5 - Mostly .210 .484a .035 .428 .054 .101 .226 .074 .221 .349 .211 .064 .089 .440 .378 .181 .187 .312 .503 .565
I do online
purchasing
through
social media
channels.
X7 - I don’t -.134 .035 .789a .284 -.240 .186 -.002 .625 .095 .125 .631 .134 -.058 -.323 .040 -.046 .230 .436 .056 -.132
follow
social media
pages of
brands.
127
X9 - I prefer .512 .428 .284 .730a .168 .471 .076 .221 .538 .568 .305 .263 .231 .298 .627 .161 .302 .340 .331 .503
buying
products
that are
advertised
on social
media.
X10 - Social .297 .054 -.240 .168 .741a .102 -.223 .089 .440 .002 -.213 -.044 .174 .171 .200 .178 -.044 .245 .021 .015
media
channels
give us
information
about
different
useful
products.
X11 - I like .460 .101 .186 .471 .102 .471a -.098 .041 .405 .383 .095 .231 .187 .042 .437 -.015 .151 .006 -.059 .177
to buy
mostly
branded
products.
128
X13 - I .143 .226 -.002 .076 -.223 -.098 .654a -.073 .029 .309 -.140 .133 -.120 .028 .111 .561 .147 .002 .285 .261
think social
media is a
good source
for brand
awareness
among
potential
customers.
X15 - I -.211 .074 .625 .221 .089 .041 -.073 .739a .122 .009 .590 .171 .134 -.146 -.031 .077 .299 .623 .226 -.137
prefer
buying local
products
instead of
branded
ones.
129
X17 - Social .583 .221 .095 .538 .440 .405 .029 .122 .639a .406 -.044 .083 .065 .081 .522 .275 .075 .243 .056 .237
media
provides
useful
information
about
product.
X18 - I .532 .349 .125 .568 .002 .383 .309 .009 .406 .605a .068 .377 .242 .246 .544 .341 .329 .075 .286 .476
think
sponsoring
brands can
be useful for
gathering
Online
customers.
X20 - I -.272 .211 .631 .305 -.213 .095 -.140 .590 -.044 .068 .784a .149 .150 .069 .045 -.235 .309 .518 .331 .113
think social
media
marketing
should be
discouraged.
130
X21 - I liked .201 .064 .134 .263 -.044 .231 .133 .171 .083 .377 .149 .774a .706 .190 .187 .290 .609 -.027 .249 .140
to use social
media in
quarantine
days.
X23 - I .143 .089 -.058 .231 .174 .187 -.120 .134 .065 .242 .150 .706 .844a .410 .170 .108 .565 .019 .303 .189
spent most
of my time
on social
media in
Covid-19
pandemic.
X28 - I .175 .440 -.323 .298 .171 .042 .028 -.146 .081 .246 .069 .190 .410 .725a .318 .036 .237 .110 .537 .621
stayed
indoor
during
Covid-19
pandemic.
131
X31 - I am .598 .378 .040 .627 .200 .437 .111 -.031 .522 .544 .045 .187 .170 .318 .621a .185 .177 .131 .229 .510
more likely
to buy a
product
whose brand
page I
follow.
X33 - Most .305 .181 -.046 .161 .178 -.015 .561 .077 .275 .341 -.235 .290 .108 .036 .185 .758a .254 .136 .277 .167
of times, I
prefer to buy
products
with good
reviews.
X34 - I am .087 .187 .230 .302 -.044 .151 .147 .299 .075 .329 .309 .609 .565 .237 .177 .254 .559a .191 .387 .218
more likely
to buy
product
from brands
who respond
to me within
no time.
132
X35 - I -.096 .312 .436 .340 .245 .006 .002 .623 .243 .075 .518 -.027 .019 .110 .131 .136 .191 .737a .420 .151
don’t use
celebrity
marketed
products.
X36 - I .003 .503 .056 .331 .021 -.059 .285 .226 .056 .286 .331 .249 .303 .537 .229 .277 .387 .420 .708a .552
prefer
purchasing
products
that are
recommende
d by my
friends.
X40 - I like .358 .565 -.132 .503 .015 .177 .261 -.137 .237 .476 .113 .140 .189 .621 .510 .167 .218 .151 .552 .755a
you use
influencers
marketing
products.
133
Residualb X3 - I .057 .003 .009 -.038 -.082 -.041 .090 -.086 -.006 -.016 .013 -.019 .025 -.129 -.029 -.005 .017 -.016 -.002
follow
social media
pages of
different
brands to
keep myself
up to date.
X5 - Mostly .057 .008 .041 -.008 -.019 -.037 .018 -.063 -.179 -.104 .029 .034 -.130 -.023 -.024 .119 -.042 -.142 -.079
I do online
purchasing
through
social media
channels.
X7 - I don’t .003 .008 -.023 .078 -.018 -.008 -.059 -.019 -.017 -.030 -.013 .029 .070 -.026 .036 -.052 -.080 .018 .025
follow
social media
pages of
brands.
134
X9 - I prefer .009 .041 -.023 .023 -.109 -.009 .023 -.091 -.033 -.095 -.015 -.004 -.077 -.080 -.039 .077 -.024 -.036 .016
buying
products
that are
advertised
on social
media.
X10 - Social -.038 -.008 .078 .023 .125 .170 -.031 -.167 .024 .079 .016 -.048 .025 -.044 -.055 -.019 -.101 -.006 .010
media
channels
give us
information
about
different
useful
products.
X11 - I like -.082 -.019 -.018 -.109 .125 .122 -.091 -.112 -.140 .059 -.044 -.081 .014 -.035 .051 .043 -.015 .197 -.072
to buy
mostly
branded
products.
135
X13 - I -.041 -.037 -.008 -.009 .170 .122 -.003 -.027 .009 .080 .045 .061 .048 -.047 -.190 -.115 .018 -.055 -.028
think social
media is a
good source
for brand
awareness
among
potential
customers.
X15 - I .090 .018 -.059 .023 -.031 -.091 -.003 -.027 .048 -.048 -.019 -.006 .031 -.035 -.045 -.027 -.110 -.051 .054
prefer
buying local
products
instead of
branded
ones.
136
X17 - Social -.086 -.063 -.019 -.091 -.167 -.112 -.027 -.027 -.003 .005 -.009 .091 -.011 -.026 -.018 -.016 .022 -.002 .078
media
provides
useful
information
about
product.
X18 - I -.006 -.179 -.017 -.033 .024 -.140 .009 .048 -.003 .014 .012 -.012 .123 -.068 -.085 -.124 .069 -.021 -.056
think
sponsoring
brands can
be useful for
gathering
Online
customers.
X20 - I -.016 -.104 -.030 -.095 .079 .059 .080 -.048 .005 .014 .001 -.028 .077 .033 .063 -.030 -.024 -.066 .018
think social
media
marketing
should be
discouraged.
137
X21 - I liked .013 .029 -.013 -.015 .016 -.044 .045 -.019 -.009 .012 .001 -.009 -.037 -.007 -.076 -.212 .107 -.025 .036
to use social
media in
quarantine
days.
X23 - I -.019 .034 .029 -.004 -.048 -.081 .061 -.006 .091 -.012 -.028 -.009 -.051 .004 -.050 -.106 .037 -.044 .041
spent most
of my time
on social
media in
Covid-19
pandemic.
X28 - I .025 -.130 .070 -.077 .025 .014 .048 .031 -.011 .123 .077 -.037 -.051 -.007 .044 -.043 -.025 -.063 -.099
stayed
indoor
during
Covid-19
pandemic.
138
X31 - I am -.129 -.023 -.026 -.080 -.044 -.035 -.047 -.035 -.026 -.068 .033 -.007 .004 -.007 .094 .025 .020 -.024 -.072
more likely
to buy a
product
whose brand
page I
follow.
X33 - Most -.029 -.024 .036 -.039 -.055 .051 -.190 -.045 -.018 -.085 .063 -.076 -.050 .044 .094 .078 -.069 .008 .019
of times, I
prefer to buy
products
with good
reviews.
X34 - I am -.005 .119 -.052 .077 -.019 .043 -.115 -.027 -.016 -.124 -.030 -.212 -.106 -.043 .025 .078 -.105 .000 -.074
more likely
to buy
product
from brands
who respond
to me within
no time.
139
X35 - I .017 -.042 -.080 -.024 -.101 -.015 .018 -.110 .022 .069 -.024 .107 .037 -.025 .020 -.069 -.105 .004 -.074
don’t use
celebrity
marketed
products.
X36 - I -.016 -.142 .018 -.036 -.006 .197 -.055 -.051 -.002 -.021 -.066 -.025 -.044 -.063 -.024 .008 .000 .004 -.004
prefer
purchasing
products
that are
recommende
d by my
friends.
X40 - I like -.002 -.079 .025 .016 .010 -.072 -.028 .054 .078 -.056 .018 .036 .041 -.099 -.072 .019 -.074 -.074 -.004
you use
influencers
marketing
products.
140
Extraction
Method:
Principal
Component
Analysis.
a.
Reproduced
communaliti
es
141
b. Residuals
are
computed
between
observed and
reproduced
correlations.
There are 72
(37.0%)
nonredundan
t residuals
with absolute
values
greater than
0.05.
Rotated Component Matrixa

Component
1 2 3 4 5 6
142
X3 - I follow social .777
media pages of
myself up to date.
X31 - I am more likely .712
X9 - I prefer buying .711
products that are
media.
X17 - Social media .679
provides useful
information about
product.
X11 - I like to buy .645
mostly branded
products.
X18 - I think .621
Online customers.
143
X15 - I prefer buying .825
of branded ones.
X7 - I don’t follow .793
brands.
X20 - I think social .761
be discouraged.
X35 - I don’t use .738
celebrity marketed
products.
X40 - I like you use .771
products.
X28 - I stayed indoor .769
during Covid-19
pandemic.
X36 - I prefer .720
purchasing products
by my friends.
144
X5 - Mostly I do online .616
purchasing through
X23 - I spent most of .869
my time on social
media in Covid-19
pandemic.
X21 - I liked to use .836
social media in
quarantine days.
X34 - I am more likely .644
to buy product from
me within no time.
X33 - Most of times, I .808
with good reviews.
X13 - I think social .745
for brand awareness
among potential
customers.
145
X10 - Social media .837
channels give us
information about
different useful
products.
Rotation Method: Varimax with Kaiser Normalization.a
a. Rotation converged in 6 iterations.
146

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Submitted by Ayesha Zulfiqar (110)

Submitted to Dr. Qalandar Hayat

Section MBA (1.5) Afternoon

Date 05,11, 2022

Faculty of Management Sciences

National University of Modern Language

Social Media Usage

Social Media Marketing Brand Awareness Customer Purchase

Social Media Usage

Consent:I voluntarily agree to take part in this study.

Family Type: Nuclear Joint To which province do you belong:

1. I feel annoyed by ads while using Facebook, 1 2 3 4 5

11. I like to buy mostly branded products. 1 2 3 4 5

17. I think sponsoring brands can be useful for gathering 1 2 3 4 5

I think social media marketing should be

I am more likely to buy a product that I come across

31. I liked to use social media in quarantine days. 1 2 3 4 5

Case Processing Summary

Frequency Stem & Leaf

4.00 Extremes (=<1.0)

Normal Q-Q Plot

Detrended Normal Q-Q Plot

X31 - I am more likely to buy a product whose brand page I

Stem and Leaf Plots

Frequency Stem & Leaf

Frequency Stem & Leaf

1.00 Extremes (=<1.0)

Frequency Stem & Leaf

1.00 Extremes (=<1.0)

Frequency Stem & Leaf

1.00 Extremes (=<1.0)

Normal Q-Q Plots

Detrended Normal Q-Q Plots

X31 - I am more likely to buy a product whose brand page I

X2 - I get to know of useful products through social media

Grouped 3-D Scatter

X2 - I get to know of useful products through social media

X5 - Mostly I do online purchasing through social media

X11 - I like to buy mostly branded products.

X12 - I don’t buy a product until I am not totally aware of its

X13 - I think social media is a good source for brand

X17 - Social media provides useful information about product.

Replace Missing Values

KMO and Bartlett's Test

Total Variance Explained

Rotated Component Matrixa

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