About this article
Article Category: Original Scientific Article
Published Online: Nov 15, 2023
Page range: 53 - 66
DOI: https://doi.org/10.2478/rsc-2023-0005
Keywords
© 2023 Dario Sipos, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Likert scale
| Do you believe in word-of-mouth communication by a brand on Twitter? | 45.2 | 27 | 12.8 | 10 | 5 |
| Are you attracted by the promotional deals of brands on Twitter? | 23.7 | 46.3 | 17.4 | 8.6 | 4 |
| Do you like to be a part of promotional campaigns by brands on Twitter? | 15.3 | 11.1 | 43 | 28.7 | 1.9 |
| Have you ever placed an online order by being motivated by Twitter posts? | 12 | 16 | 35.5 | 13.5 | 23 |
| Do you think that the content shared by the brand defines its image? | 38.1 | 21.3 | 15.7 | 23 | 1.9 |
Results of multiple regression
| Multiple R | 0.994842278 |
| 0.989711157 | |
| Adjusted |
0.976850104 |
| Standard error | 9.21319438 |