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Regression Result: Electronic Word of Mouth

Regression analysis was conducted to determine the impact of social media marketing factors on purchase intention. The model was found to be a good fit, with social media factors explaining 69.6% of the variation in purchase intention. All social media factors, including entertainment, interaction, trendiness, and electronic word of mouth, were found to significantly influence purchase intention.

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SoorajKrishnan
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69 views

Regression Result: Electronic Word of Mouth

Regression analysis was conducted to determine the impact of social media marketing factors on purchase intention. The model was found to be a good fit, with social media factors explaining 69.6% of the variation in purchase intention. All social media factors, including entertainment, interaction, trendiness, and electronic word of mouth, were found to significantly influence purchase intention.

Uploaded by

SoorajKrishnan
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Regression result

Model Summaryb

Adjusted R Std. Error of the


Model R R Square Square Estimate
a
1 .834 .696 .691 .38108

a. Predictors: (Constant), Electronic word of mouth on social media,


trendiness of social media, interaction on social media, entertainment of
social media
b. Dependent Variable: Purchase Intention

Interpretation:

Regression analysis is done to determine the impact of the independent variables on the
dependent variables. The following analysis was carried out to determine the influence of
social media marketing factors which are electronic word of mouth of social media
marketing, trendiness of social media marketing, entertainment of social media marketing
and interaction of social media marketing are dependent variable which is purchase intention
of the consumers for ICICI Prudential’s products. From this table represents the value of R,
the multiple correlation coefficient. Here the value of “R”,0.834 indicates a high level of
prediction. The R square value determines the variation caused by independent variables to
the dependent variables, which 69.6 % for this model. It states that social media has 69.6%
impact on purchase intention among the consumers.
ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 83.129 4 20.782 142.104 <.001b
Residual 36.30 250 .145
Total 119.435 254
a. Dependent Variable: Purchase Intention
b. Predictors: (Constant), Electronic word of mouth on social media, trendiness of social
media, interaction on social media, entertainment of social media

Interpretation:

Anova is used to find out if the results are statistically significant or not. Here the
significance value is less than 0.05 which implies that the model is a good fit and the given
hypothesis are true. It states that all the given independent variables have positive impact on
the purchase intentions of customers on social media marketing in insurance products of
ICICI Prudential’s.
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .381 .161 2.372 .018
Entertainment .124 .060 .120 2.074 .039
of social media
Interaction on .243 .060 .236 4.023 <.001
social media
Trendiness of .236 .054 .238 4.378 <.001
social media
Electronic word .310 .055 .342 5.670 <.001
of mouth on
social media
a. Dependent Variable: Purchase Intention

Interpretation:
The p value for the variable entertainment of social media is 0.39, which proves that there is
significance for the model. The beta value for entertainment of social media is observed from
the above table shows as 0.120, it has the capability of bringing about the change is 12.0% in
the dependent variable.
Result – Entertainment of social media has the significance value 0.039 that is less than 0.05
which means that this independent variable has significant influence on the dependent
variable purchase intention. Therefore, the null hypotheses, H01 is rejected.

The p value for the variable Interaction on social media is 0.001; since it is less than 0.05 the
predictability percentage is significant. The beta value for Interaction on social media is
observed from the above table shows as 0.236, it has the capability of bringing about the
change is 23.6% in the dependent variable.

Result- – Intereaction on social media has the significance value <0.01 that is less than 0.05
which means that this independent variable has significant influence on the dependent
variable purchase intention. Therefore, the null hypotheses, H02 is rejected.

The p value for the variable trendiness of social media is 0.01; since it is less than 0.05 the
predictability percentage is significant. The beta value for trendiness of social media is
observed from the above table shows as 0.238, it has the capability of bringing about the
change is 23.8% in the dependent variable.

Result - Trendiness of social media has the significance value <0.01 that is less than 0.05
which means that this independent variable has significant influence on the dependent
variable purchase intention. Therefore, the null hypotheses, H03 is rejected.

The p value for the variable electronic word of mouth on social media is 0.01, Which is less
than .050 which proves that the is significant for the model. The beta value for electronic
word of mouth on social media is observed from the above table shows as 0.342, it has the
capability of bringing about the change is 34.2% in the dependent variable.
Result - Electronic word of mouth on social media has the significance value <0.01 that is
less than 0.05 which means that this independent variable has significant influence on the
dependent variable purchase intention. Therefore, the null hypotheses, H04 is rejected.

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