Examining the Predictors of Watching versus Liking versus Sharing Super Bowl Advertisements On Social Media (H4–H5)
| Independent Variable | Discriminant Loading | Score | p | Canonical Correlation | Wilks's λ | χ2 | p |
|---|---|---|---|---|---|---|---|
| H4: Dependent variable = watch advertisement on social media (yes or no) | 0.14 | 0.98 | 12.25 | <.03 | |||
| Engagement | 0.57 | 4.08 | <.04 | ||||
| Seriousness | 0.52 | 3.36 | <.07 | ||||
| Humor | 0.49 | 2.92 | <.09 | ||||
| Brand cognitions | 0.09 | 0.11 | ns | ||||
| Advertisement cognitions | −0.04 | 0.02 | ns | ||||
| H5: Dependent variable = like advertisement on social media (yes or no) | 0.16 | 0.97 | 17.69 | <.01 | |||
| Brand cognitions | 0.95 | 15.75 | <.01 | ||||
| Advertisement cognitions | 0.64 | 7.31 | <.01 | ||||
| Engagement | 0.56 | 5.56 | <.02 | ||||
| Seriousness | 0.36 | 2.40 | ns | ||||
| Humor | 0.15 | 0.41 | ns | ||||
| H5: Dependent variable = share advertisement on social media (yes or no) | 0.23 | 0.94 | 36.32 | < .01 | |||
| Advertisement cognitions | 0.91 | 29.64 | <.01 | ||||
| Brand cognitions | 0.67 | 21.23 | <.01 | ||||
| Engagement | 0.40 | 6.07 | <.01 | ||||
| Seriousness | 0.36 | 4.72 | <.03 | ||||
| Humor | 0.09 | 0.28 | ns |
Note: H = hypothesis.