YouTube as an advertising platform

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This column shows the value that Cronbach’s Alpha would be if that particular item was deleted. The removal of any question, except En Qu5 and Eng Qu2, would result in a lower of total Cronbach’s Alpha. Also, “Corrected Item-Total Correlation” value was low (0,199 for En Qu5 and 0,154 for Eng Qu 12). Re- moval of these questions would lead to a small improvement in Cronbach’s Alpha. That is why, these items will be kept for further analysis. According to the theory, (Lee Cronbach, 1951), Cronbach Alpha should be more than 0, 70 coefficient and the survey has 0,833 which means that they are significant and highly reliable coefficients. Table 4 shows the reliability of four hypotheses based on the questions as well as total Alpha coefficient. 4.4 Coefficient of variation The data was checked on Mean Values and Standard deviation by PSPPire Data Editor. Standard deviation is a number used to tell how measurements for a question are spread out from the mean (average). If the SD is very close to the MV then SD is low. If SD is spread out from the MV Then SD is high. For getting approximate answer is it needed to find CV (Coefficient of variation) =Standard deviation / Mean. As a rule, a CV>=1 indicates a relatively high variation, while CV<1 can be considered as low. According to the task, the Coefficient of Variation might expect be lower than 1 (close to 0) and SD is spread from MV. Table 6 demonstrates that Entertainment Mean values (MV) group is equal to 3.76 and the standard deviation (SD) value is equal to 0.81. CV= 0, 22 is considered to be low-variance. 72

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