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10.2 APPENDIX 2: List of Figures and tables Figures: Figure 1 - Estimated path coefficients for full sample Figure 2- Male/Female, age group YouTube video Figure 3 - Top geographies of watch time Figure 4 - Engagement: likes /dislikes, comments, shares and subscribers Figure 5- Comments under video advertising T ables: Table 1 Table 2 - Summarized question items and sources supported each hypothesis. – Frequency table Quantitate Data collection – Frequency table Qualitative data collection - Item-Total Statistics - Cronbach alpha - Mean and Standard deviation (SD) values for Entertainment - Mean and Standard deviation (SD) values for Informativeness - Mean and Standard deviation (SD) values for Interactivity Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10- Mean and Standard deviation (SD) values for Video question Table 11 - Mean, Standard Deviation and T-Statistics - Mean and Standard deviation (SD) values for Engagement Table 12 - Discriminant Validity Table 13 –Summary on hypothesis 105PDF Image | YouTube as an advertising platform
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