Spss Analysis

4.1 Reliability Test

Reliability test was conducted by employing SPSS and arranged data from Microsoft Excel to tabulate Cronbach’s Alpha of the research instruments. The results are as followed.

Table 4.1.1: Cronbach’s Alpha of Audience Reach                                                                                                                                     Constructed in SPSS

Table 4.1.1 shows reliability coefficient of Cronbach’s Alpha of .802 on Audience Reach which means that this parameter had a good reliability rate (over 0.8).

Table 4.1.2: Cronbach’s Alpha of Audience Engagement with Content

Constructed in SPSS

Table 4.1.2 shows reliability coefficient of Cronbach’s Alpha of .700 on audience engagement with content which means that this parameter had an acceptable reliability rate (more than 0.7).

Table 4.1.3: Cronbach’s Alpha of Audience attentiveness and responsiveness to advertising

Constructed in SPSS

Table 4.1.3 shows reliability coefficient of Cronbach’s Alpha of .700 on Audience attentiveness and responsiveness to advertising which means that this parameter had an acceptable reliability rate (more than 0.7).

Table 4.1.4: Cronbach’s Alpha of Friends and Family environment 

Constructed in SPSS

Table 4.1.4 shows reliability coefficient of Cronbach’s Alpha of .715 on Friends and Family environment which means that this parameter had a acceptable reliability rate (over 0.7).

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