4.

7 Pearsons Correlation

Persons Correlation of coefficient analysis was performed to determine the relationship between elements of social media and level of social media measurement and level of social media measurement and brand awareness. Besides that, r > 0 indicates positive relationship; r < 0 indicates negative relationship. Coefficients are to +1.0 and 1.0; greater is the strength of the relationship between the variables. For this study, the significant level was place to be less than 0.01 (2-tailed). If the significant level of the study was less than 0.01 (2-tailed), the correlation was significant and the two variables were linearly related.

4.7.1 Analysis on the relationship between elements of social media and level measurement of social media The result of Pearsons Correlation between elements of social media and level measurement of social media when the unnecessary data was removed and the remaining data were as shown in Table 4.13.

Based on Table XX, the significant values for all dimensions were less than 0.01. This indicated that the correlation between elements of social media and level measurement of social media constructs were significant and linearly correlated.

Furthermore, the Content has the highest correlation coefficient value with level of social media measurement (exposure, engagement, and influence) which was .753. All the elements of social media were having positive relationship with level of social media measurement and the interpretation on the relationship as shown in Table 4.13.

Elements of Social Media

Level of Social Media Measurement Exposure Engagement .570** .000 .472** .000 Influence .544** .000 .476** .000

Interpretation Level of Social Media Measurement .753** .000 .590** .000 High correlation; marked relationship Moderate correlation; substantial relationship Moderate correlation; substantial relationship Moderate correlation; substantial relationship High correlation; marked relationship

Content

Pearson Correlation Sig. (2tailed) Pearson Correlation Sig. (2tailed) Pearson Correlation Sig. (2tailed) Pearson Correlation Sig. (2tailed)

.639** .000 .365** .000

Collaborati on

Community

.822** .000

.259** .000

.471** .000

.667** .000

Collective Intelligence

.938** .000

.212** .000

.296** .000

.564** .000

Elements of Pearson Correlation Social Sig. (2Media tailed)

.853** .000

.460** .000

.544** .000

.787** .000

**. Correlation was significant at 0.01 levels (2-tailed) Table xx: Pearsons Correlation: Elements of Social Media and Level of Social Media Measurement

4.7.2 Analysis on the relationship between level measurement of social media and brand awareness. The result of Pearsons Correlation between level measurement of social media and brand awareness when the unnecessary data was removed and the remaining data were as shown in Table XX.

Based on Table XX, the significant values for all dimensions were less than 0.01. This indicated that the correlation between level measurement of social media and brand awareness constructs were significant and linearly correlated.

Level of Social Media Measurement Exposure

Brand Awareness

Interpretation

Pearson .305** Low correlation; definite Correlation but small relationship .000 Sig. (2tailed) Engagement Pearson .310** Low correlation; definite Correlation but small relationship .000 Sig. (2tailed) Influence Pearson .846** High correlation; marked Correlation relationship .000 Sig. (2tailed) Level of Pearson .789** High correlation; marked Correlation relationship Social Media .000 Sig. (2Measurement tailed) **. Correlation was significant at 0.01 levels (2-tailed) Table xx: Pearsons Correlation: Level of Social Media Measurement and Brand Awareness

4.8 Multiple Regression

The result of Pearsons Correlation stated positive elements of social media-level of social media measurement-brand awareness relationship exists in the condom social marketing. Therefore, advance analyses can be conducted. Multiple regression analyses was action to support the results of Pearsons Correlation and observe the impact of

elements of social media towards level of social media measurement and the impact of level of social media measurement towards brand awareness. Significant level of 0.05 was pre-determined. An element which was greater than 0.05 will be removed as it was not significant.

4.8.1 Analysis on the Impact of elements of social media on level of social media measurement

For multiple regression analysis, the independent variables were the 4 elements extracted from factor analysis: content; collaboration; community; and collective intelligence. Although the dependent variables were the average value of level of social media measurement the constructs: exposure; engagement; and influence. The regression model used in this research was as stated below:

Y level of social media measurement = a1X1 + a2X2 + a3X3 + a4X4 + c

Where; Y level of social media measurement = level of social media measurement X1 = Content X2 = Collaboration X3 = Community X4 = Collective Intelligence c = constant value

Model

R .797a

R Square

Adjusted R Square

Std. Error of the Estimate 3.41722

.635

.631

a. Predictors: (Constant), Collective Intelligence, Content, Collaboration, Community

Table xx: Model Summary: Impact of Elements of Social Media on Level of Social Media Measurement. Based on Table xx, the R-square value shows that the average of 63.5% of the variation can be explained by the variation in all the four independent variables. By performing Collinearity Diagnostics, VIF value can be obtained. Based on the Table XX, all VIF value for the independent variables were less than 10 which indicated the threat of multicollinearity problem was insignificant in this research.

Unstandarized Coefficients Model B 1 (Constant) Content Collaboration Community Collective Intelligence 16.122 1.251 .727 .671 .391 Std. Error 1.630 .161 .142 .167 .138

Standarized Coefficients

Colinnerity Statistics

Beta

t 9.893 .403 .209 7.650 5.134 4.023 2.825

Sig. .000 .000 .000 .000 .005

Tolerance

VIF

.354 .594 .374 .500

2.826 1.683 2.677 .005

-.206 .125

a. Dependent Variable: Level of Social Media Measurement

Table 4.16: Coefficient: Impact of Elements of Social Media on Level of Social Media Measurement.

Based on Table xxx, Content, Collaboration, Community, and Collective Intelligence were significant with the significant value of less than 0.05 when analyze the impact of elements of social media towards the level of social media measurement. The regression model for determine the impact of elements of social media towards the level of social media measurement in the condom social marketing was as below:

Y level of social media measurement = 1.251X1 + .727X2 + .671X3 + .391X4+ 16.122 Where; Y level of social media measurement = level of social media measurement X1 = Content X2 = Collaboration X3 = Community X4 = Collective Intelligence

Therefore, all the elements of social media (Content, Collaboration, Community, and Collective Intelligence) were positively influencing the level of social media measurement. Content had the largest impact towards level of social media measurement with the standardized coefficients beta value of 1.251.

4.8.2 Analysis on the Impact of level of social media on brand awareness

For multiple regression analysis, the independent variables were the 3 levels extracted from factor analysis: exposure; engagement; and influence. Although the dependent variables were the average value the constructs brand awareness. The regression model used in this research was as stated below:

Y brand awareness = a1X1 + a2X2 + a3X3 + c

Where; Y level of social media measurement = level of social media measurement X1 = Exposure X2 = Engagement X3 = Influence c = constant value

Model

R .851a

R Square

Adjusted R Square

Std. Error of the Estimate 1.47732

.724

.722

a. Predictors: (Constant), Influence, Engagement, Exposure

Table xx: Model Summary: Impact of Elements of Social Media on Level of Social Media Measurement. Based on Table xx, the R-square value shows that the average of 72.4% of the variation can be explained by the variation in all the four independent variables. By performing Collinearity Diagnostics, VIF value can be obtained. Based on the Table XX, all VIF value for the independent variables were less than 10 which indicated the threat of multicollinearity problem was insignificant in this research. Standarized Coefficients Colinnerity Statistics

Unstandarized Coefficients Model B 1 (Constant) Exposure 4.208 -.019 .156 Engagement Influence .576 .021 Std. Error .867 .047 .049

Beta

t Sig. 4.855 .000 -.394 .694 3.208 .001

Tolerance

VIF

-.012 .091

.855 .911

1.170 1.097

.826

27.714 .000

.834

1.199

a. Dependent Variable: Brand Awareness Table 4.16: Coefficient: Impact of level of Social Media Measurement on Brand Awareness

Based on Table xxx, Engagement and Influence were significant with the significant value of less than 0.05 when analyze the impact of level of social media measurement towards the brand awareness. The exposure was removed due to the significant value of 0.694. The regression model for determine the impact of level of social media measurement towards the brand awareness in the condom social marketing was as below:

Y brand awareness = .61X1 + .576X2 + 4.208

Where; Y brand awareness = Brand Awareness X1 = Engagement X2 = Influence Therefore, the levels of social media measurement (Engagement and Influence) were positively influencing the brand awareness. Influence had the largest impact towards level of social media measurement with the standardized coefficients beta value of .576.