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Results of the Mann–Whitney U test examining the relationship between assessments of enterprises’ social media activities impacting purchase decisions and the gender of Gen Z respondents – results of studies conducted in Poland in 2023
| Variables | Sum of ranks female | Sum of ranks male | U | Z | p |
|---|---|---|---|---|---|
| Publishing information about what is new in the offer & gender | 23,859.50 | 27,821.50 | 11,769.50 | -1.37 | 0.1717 |
| Presenting an application of a specific product/service & gender | 24,114.50 | 27,566.50 | 12,024.50 | -1.05 | 0.2925 |
| Publishing information about special offers & gender | 22,935.00 | 28,746.00 | 10,845.00 | -2.54 | 0.0109 |
| Presenting a test carried out by an expert & gender | 24,596.00 | 27,085.00 | 12,506.00 | -0.44 | 0.6571 |
| Recommendation from a known person & gender | 23,789.00 | 27,892.00 | 11,699.00 | -1.44 | 0.1489 |
| Participation in a competition & gender | 23,928.50 | 27,752.50 | 11,838.50 | -1.26 | 0.2064 |
| Receiving a discount coupon & gender | 22,737.00 | 28,944.00 | 10,647.00 | -2.76 | 0.0058 |
| Making the wall available for asking questions & gender | 23,563.00 | 28,118.00 | 11,473.00 | -1.72 | 0.0853 |
| An enterprise’s positive image & gender | 24,233.00 | 27,448.00 | 12,143.00 | -0.90 | 0.3701 |
| Social responsibility, social campaigns & gender | 23,136.00 | 28,545.00 | 11,046.00 | -2.27 | 0.0231 |
Results of the Mann–Whitney U test examining the relationship between the assessments of enterprises’ social media activities impacting purchase decisions and the gender of Gen Z respondents – results of studies conducted in Great Britain in 2023
| Variables | Sum of ranks female | Sum of ranks male | U | Z | p |
|---|---|---|---|---|---|
| Publishing information about what is new in the offer & gender | 17,244.00 | 33,477.00 | 10,104.00 | 2.26 | 0.0241 |
| Presenting an application of a specific product/service & gender | 19,348.00 | 31,373.00 | 11,473.00 | -0.48 | 0.6314 |
| Publishing information about special offers & gender | 18,583.50 | 32,137.50 | 11,443.50 | 0.52 | 0.6051 |
| Presenting a test carried out by an expert & gender | 17,626.50 | 33,094.50 | 10,486.50 | 1.77 | 0.0772 |
| Recommendation from a known person & gender | 17,523.00 | 33,198.00 | 10,383.00 | 1.91 | 0.0568 |
| Participation in a competition & gender | 17,596.50 | 33,124.50 | 10,456.50 | 1.80 | 0.0713 |
| Receiving a discount coupon & gender | 16,387.50 | 34,333.50 | 9,247.50 | 3.34 | 0.0007 |
| Making the wall available for asking questions & gender | 18,137.50 | 32,583.50 | 10,997.50 | 1.10 | 0.2711 |
| An enterprise’s positive image & gender | 18,283.50 | 32,437.50 | 11,143.50 | 0.91 | 0.3620 |
| Social responsibility, social campaigns & gender | 17,718.50 | 33,002.50 | 10,578.50 | 1.65 | 0.0988 |
Spearman’s rank correlation coefficient displaying the relationship between the impact of enterprises’ social media activities on purchasing decisions and the respondents’ place of residence in Poland in 2023
| Variables | N of valid ones | Spearman’s rank R | t (N-2) | p |
|---|---|---|---|---|
| Publishing information about what is new in the offer & place of residence | 321 | 0.0452 | 0.8088 | 0.4192 |
| Presenting an application of a specific product/service & place of residence | 321 | 0.0131 | 0.2346 | 0.8146 |
| Publishing information about special offers & place of residence | 321 | 0.0266 | 0.4761 | 0.6343 |
| Presenting a test carried out by an expert & place of residence | 321 | 0.0512 | 0.9161 | 0.3603 |
| Recommendation from a known person & place of residence | 321 | 0.0643 | 1.1500 | 0.2510 |
| Participation in a competition & place of residence | 321 | 0.0618 | 1.1060 | 0.2695 |
| Receiving a discount coupon & place of residence | 321 | 0.0212 | 0.3787 | 0.7052 |
| Making the wall available for asking questions & place of residence | 321 | 0.0959 | 1.7208 | 0.0863 |
| An enterprise’s positive image & place of residence | 321 | 0.1302 | 2.3455 | 0.0196 |
| Social responsibility, social campaigns & place of residence | 321 | 0.0506 | 0.9054 | 0.3659 |
Spearman’s rank correlation coefficient displaying the relationship between the impact of enterprises’ activities on social media on purchase decisions and the respondents’ place of residence in Great Britain in 2023
| Variables | N of valid ones | Spearman’s rank R | t (N-2) | p |
|---|---|---|---|---|
| Publishing information about what is new in the offer & place of residence | 318 | 0.0542 | 0.9653 | 0.3351 |
| Presenting an application of a specific product/service & place of residence | 318 | 0.1009 | 1.8025 | 0.0724 |
| Publishing information about special offers & place of residence | 318 | 0.1069 | 1.9109 | 0.0569 |
| Presenting a test carried out by an expert & place of residence | 318 | 0.0020 | 0.0356 | 0.9717 |
| Recommendation from a known person & place of residence | 318 | 0.0230 | 0.4085 | 0.6832 |
| Participation in a competition & place of residence | 318 | 0.0502 | 0.8927 | 0.3727 |
| Receiving a discount coupon & place of residence | 318 | 0.1072 | 1.9181 | 0.0560 |
| Making the wall available for asking questions & place of residence | 318 | 0.1545 | 2.7796 | 0.0058 |
| An enterprise’s positive image & place of residence | 318 | 0.0612 | 1.0901 | 0.2765 |
| Social responsibility, social campaigns & place of residence | 318 | 0.1162 | 2.0798 | 0.0385 |