Finding

Dissertation Findings & Discussion Chapter: Sample

5.0 Results

5.1 Introduction

This chapter sets out the results of the questionnaire, initially assessing the descriptive statistics to establish the control variables and the basic characteristics of the market. This will be followed by an analysis of the remaining variables and aspects of the questionnaire under the headings of (i) attitudes towards Facebook (ii) the effect of Facebook on consumer purchasing decisions and (iii) the perception of Facebook and WOM. This will be followed by a critical discussion of the findings and their linkages to the existing literature and research in order to ascertain whether this new data supports or contradicts the existing information.

5.2 Descriptive Statistics

This section of the chapter sets out the descriptive statistics. As noted in the

previous chapter, the research population comprised 180 research participants and a electronic method of data collection in order to ensure that there was 100% data collection using a non-purposive sampling approach. Gender: Although ideally the research should have attracted a 50 / 50 split of males and females in the research population in order to ensure a lack of bias, this was not possible due to the uneven gender distribution of Facebook friend list (which also consists users from other countries) in which the research took place and also because more than 100 user out of 288 Did not take up the survey for many reasons. Accordingly the research population gender distribution was calculated as being 77% and 23% female in order to ensure that 180 questionnaires were gathered. This equates to 138 males and 42 females Age: As it is socially apparent that Facebook and other social media instruments have far greater appeal to the younger generation, this study specifically sought to

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Dissertation Findings & Discussion Chapter: Sample

target younger people to understand their attraction to and...