UK
+44 203 8681 671 +44 7384 043559
Get App :
Get the Biggest Deal Ever - Lowest guaranteed price across the globe. Get upto 50% off ! Book Now
Toll Free UK:+44 203 8681 671

Influence Of Emotional Branded Content

  • Free Turnitin report
  • 4,00000 + Total Satisfied Students
  • 150+ Executives for Support Service
Download Full Sample

Get Assignments at the Lowest Price Guaranteed

Sample on Influence Of Emotional Branded Content

1819 Downloads 9 Pages 2339 Words

Data Analysis

Hypothesis Testing

Testing of Hypotheses can be defined as the determination of acceptance or rejection of null hypothesis (H0) and rejection or acceptance of alternate hypothesis (H1) on the basis of statistical evidences. In the context of given research study, the following results have been analyzed in order to determine whether or not the hypotheses constructed are accepted or rejected:

A reputable assignment writing service
 

Hypotheses 3: Consumers are more likely to share user generated emotionally branded content

H1: Consumers are more likely to share user generated emotionally branded content

H0: Consumers are more likely to not share user generated emotionally branded content

This particular research study aims to analyse the content marketing tactics which are used by various Instagram users to generate emotionally branded content for their further sharing by their followers on this particular social media platform. Here, it is important to note that employment of content marketing technique is not to increase selling of particular product or service range but to enhance communication. In order to analyse the aforementioned hypotheses, the emotionally branded content which is mainly done by other Instagram accounts is analysed. The given questionnaire which aimed at the collection of primary data included several images on the basis of which various negative and positive emotions were analysed. For this hypotheses test, mainly, information related to images generated by Instagram user accounts were taken into account which were related to Q16, Q19, Q22 and Q25 have been analysed by performing Simple Linear Regression using SPSS. The related data has been interpreted as under:

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Change Statistics

 

R Square Change

F Change

df1

df2

Sig. F Change

1

.123a

.015

-.024

.364

.015

.389

4

101

.816

Predictors: (Constant), Would you share this content?7, Would you share this content?6, Would you share this content?4, Would you share this content?5

From the above table it can be ascertained that there is a week positive correlation (R=0.123)has been recorded between consumers and their likeliness to share such content. This means that sharing of emotionally branded content which is mainly user generated is not likely to be impacted much. This is also evidenced through the coefficient of determination(R2=0.015)which is again very weak.

ANOVA

Model

Sum of Squares

df

Mean Square

F

Sig.

 

1

Regression

.206

4

.052

.389

.816b

Residual

13.379

101

.132

   

Total

13.585

105

     

a. Dependent Variable: Have you ever been emotionally touched by content on Instagram?

b. Predictors: (Constant), Would you share this content?7, Would you share this content?6, Would you share this content?4, Would you share this content?5

The aforementioned ANOVA Table again asserts a p-value more than 0.05 (p-value = 0.337) which is a clear indicator of the fact that for consumers it does not matter much whether the emotionally branded content is user generated or not.

Coefficients

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

 

B

Std. Error

Beta

 

1

(Constant)

.995

.185

 

5.380

.000

Would you share this content?4

-.005

.090

-.005

-.050

.960

Would you share this content?5

.002

.096

.003

.021

.983

Would you share this content?6

.075

.076

.105

.995

.322

Would you share this content?7

.037

.101

.048

.368

.713

a. Dependent Variable: Have you ever been emotionally touched by content on Instagram?

The p-values here also state that there is a significant impact contributed by the statement “would you share this content?” is less than p-value threshold (p-value = 0.000) which is clear in evidencing that consumers are likely to share content which emotionally touches them. However, it does not matter that such content is generated by user does not matter as all the p-values relating to those images which have been provided in the questionnaire, viz. Q16, Q19, Q22 and Q25 have a p-value more than 0.05.

Hypotheses 4: Consumers are more likely to share company generated emotionally branded content

This hypotheses aims to provide the acceptance or rejection of null hypotheses which has been constructed as under:

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Change Statistics

 

R Square Change

F Change

df1

df2

Sig. F Change

1

.180a

.032

.004

.359

.032

1.139

3

102

.337

a. Predictors: (Constant), Would you share this content?3, Would you share this content?, Would you share this content?2

From the above table it can be observed that

ANOVA

Model

Sum of Squares

df

Mean Square

F

Sig.

 

1

Regression

.440

3

.147

1.139

.337b

Residual

13.145

102

.129

   

Total

13.585

105

     
 

a. Dependent Variable: Have you ever been emotionally touched by content on Instagram?

b. Predictors: (Constant), Would you share this content?3, Would you share this content?, Would you share this content?2

Coefficients

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

 

B

Std. Error

Beta

 

1

(Constant)

.852

.179

 

4.769

.000

Would you share this content?

.092

.073

.126

1.262

.210

Would you share this content?2

.041

.090

.047

.448

.655

Would you share this content?3

.055

.075

.077

.739

.462

 

a. Dependent Variable: Have you ever been emotionally touched by content on Instagram?

Hypotheses 5 and 6:

In the context of this particular investigation, the branded content, in the context of Instagram specifically, relates to Photo and Video Sharing, Instagram Stories, IGTV and Instagram Live. In order to analyse whether or not males and females are likely to generate emotionally branded content, a cross-tab descriptive analysis has been performed using SPSS. This provides a systematic bifurcation of whether or not content would be shared or not on the basis of gender of respondents and is presented as under:

Would you share this content? * How would you describe gender Crosstabulation

Count

 
 

How would you describe gender

Total

Total

Male

Female

Would you share this content?

Yes/Maybe

18

27

45

No

28

33

61

Total

 

46

60

106

Hypotheses 5: Are male Instagram users more likely to share emotional branded content?

H1: Male Instagram users more likely to share emotional branded content

H0: Male Instagram users are more likely to not share emotional branded content

Based on the above generated output, it is determined that the null hypotheses (H0)is accepted. This means that the Male Instagram users are more likely to not share emotional branded content. The above research indicates that out of 106 respondents, 46 are male from which 61% of them are more likely to not share such content even though it is branded emotionally.

Hypotheses 6: Are female Instagram users more likely to share emotional branded content?

H1: Female Instagram users more likely to share emotional branded content

H0: Female Instagram users are more likely to not share emotional branded content

Based on the above generated output, it is determined that the null hypotheses (H0) is accepted. This means that female Instagram users who responded to this research study were more likely to not share emotionally branded content. The above research indicates that out of 106 respondents, 60 are female from which 55% of them are more likely to not share such content even though it is branded emotionally.

Thus, in both cases, null hypotheses 5 and 6 are rejected while alternative hypotheses are accepted.

References

  • Amiri, S. and Woodside, J. M., 2017. Emerging markets: the impact of ICT on the economy and society. Digital Policy, Regulation and Governance. 19(5). pp.383-396.
  • Gomez, R. and Pather, S., 2012. ICT evaluation: are we asking the right questions?.The Electronic Journal of Information Systems in Developing Countries. 50(1). pp.1-14.
  • Wastiau, P. and et.al., 2013. The Use of ICT in Education: a survey of schools in E urope.European Journal of Education.48(1). pp.11-27.
Instant Assignment Help is a renowned academic writing service provider that is committed to provide the best writing assistance to students around the globe at budget-friendly prices. Hundreds of students reach to us every day and ask for help with writing their assignments, dissertations, theses, case studies, essays, and other academic papers. Moreover, they seek our experts’ advice in choosing the best topics, structuring ideas, collecting relevant data, and revising their papers. Once you avail our writing services, you will notice a huge difference in your grades!
Most Downloaded Samples
Assignment Subject

Call Us for Live Assistance

It’s time to turn to our experts for assignment writing service.

  • Toll Free UK+44 203 8681 671
  • Emailhelp@instantassignmenthelp.com
Live Chat Order Now
Exciting Deals & offers on our AppInstall Now
IAH whatsapp
Price Calculator
× Due to the impact of COVID-19 outbreak on economy, we are dropping our prices by upto 50% to help you. You can also face slight delays in response time of call answering, chat support and email replies but no delays in assignment deliveries