YouTube as an advertising platform

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YouTube as an advertising platform ( youtube-as-an-advertising-platform )

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4.3 Analysis Cronbach Alpha In addition, the research was tested by Cronbach Alpha to measure the ques- tionnaire reliability of each section and the total average. Cronbach’s alpha is a statistic, generally used for measuring an internal consistency or reliability. Cronbach's alpha is the most common measure of internal consistency which is called “reliability”. It is commonly used with Likert scale questionnaire to de- termine if the scale is reliable. For determining Cronbach’s Alpha, the data from the survey was setup in SPSS IBM Statistics. Each question was tested on Item –Total Statistics to get “Cronbach’s Alpha if item deleted” reliability. Table 4 presents the result of the analysis. Table 4 – Item-Total Statistics 71 Question Item-T o- tal Cor- relation Cronbac h’s Alpha if item deleted Question Item-Total Correlation Cronbach’s Alpha if item deleted En Qu1 En Qu2 En Qu3-AV En Q4 En Qu5 Inform Qu1 Inform Qu2 Inform Qu3 Inform Qu4- AV Inter Qu1 0,585 0,824 0,299 0,836 0,602 0,823 0,283 0,836 0,199 0,839 0,526 0,826 0,176 0,829 0,495 0,827 0,579 0,824 0,600 0,822 Inter Qu2 Inter Qu3 Inter Qu4- AV Eng Qu1-AV Eng Qu2-AV Eng Qu3 Eng Qu4 Eng Qu5 Eng Qu6 Video Qu1 0,527 0,825 0,424 0,830 ,318 0,836 0,500 0,826 0,154 0,845 0,468 0,829 0,433 0,830 0,382 0,833 0,449 0,829 0,330 0,834 En-Entertainment; Inform-Informativeness;Inter-Interactivity ;Eng- Engagement ;AV- Advertising Value

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