learn how statistics is a part of every field in business and also a crucial part of our society

This assignment is for you to learn how statistics is a part of every field in business and also a crucial part of our society. You will complete two article reviews. One MUST be an article from a peer-reviewed journal. The second article can be from any source but you must provide the article link so I may read the original article. Ideally, you will choose articles that are related to your major or an area of interest to you. I have had students review articles on sports, health, social media, parenting, marketing, economy, and the list goes on. There will be more details provided to you on Blackboard about this assignment; along with a sample. Make sure you CITE your article in the standard APA 6th edition format. References will be available to you on Blackboard. As a UWA student, you have access to the online library resources including access to journal articles. Please contact them if you need help or training on how to access these articles. The library number is located under Student Resources on Blackboard.

**Three paragraphs: I am expecting about 1-2 pages, APA 6th edition format, 12 pt. Times New Roman, double spaced, include a REFERENCE or WORKS CITED section at the end of your review.

1P) Summary of the article

2P) Summary the statistics used

3P) Did the statistics support their argument?

(1) Attach your summary as a Word Document or PDF file. Make sure to summarize the statistics.

(2) Attach your article as a Word Document or PDF file. OR Provide the link to the article in the assignment window.

UWA College of Business

Marketing Article Summary BQ 371 Advanced Statistics Spring 2016

Winkles, Brie 1-22-2016

The area of interest in business that was researched was marketing. The article, “Do

social media marketing activities enhance customer equity? An empirical study of luxury fashion

brand” was written by Kim and Ko (Kim & Ko, 2012). The authors address the question stated

in the title about social marketing media (SMM). The goal was to research the identifying

characteristics of SMM and to explore the correlation among these characteristics in relation to

luxury fashion brands. The five main constructs were listed as; SMM activities, value equity,

relationship equity, brand equity, customer equity, and purchase intention. Five sub-constructs

were defined under SMM activities as entertainment, interaction, trendiness, customization, and

word of mouth. The authors defined these constructs very well in terms of the area of luxury

brands. A few of the luxury brands were listed in the literature review and survey as; Louis

Vuitton, Gucci, Burberry, and Dolce & Gabbana. Kim and Ko also discussed the “digital IQ” of

luxury brands and defined these as a rating scale on four different characteristics (p. 1482). Some

of the SMM mentioned were Twitter, Facebook, YouTube, live broadcasting blogs, and iPhone

applications.

The authors provided their well-defined ten hypotheses among the constructs listed above

(p. 1482). The measurements included; descriptive statistics, Cronbach’s α (test for reliability),

confirmatory factor analysis (CFA measures the validity of the constructs), correlation matrix

(measures the relationship among variables), and structural equation modeling (used to test the

hypotheses). All of the results were well described and summarized in convenient tables. All of

the tests reported the p-values, test statistics (t-values), and Beta levels (β) to determine

significant differences or no significant differences. Also, the results of the structural equation

model was diagramed as a figure in the article. This diagram was help to visually see the

relationships among the five main constructs of interest and their significance.

The statistical results gave the following conclusions to the research. The SMM activities

were over all significant and positive in terms of the three customer equity drivers; value equity,

relationship equity, and brand equity. The customer equity drivers and customer equity; brand

equity was negative effect, but value and relationship equity had no effect. Purchase intention

and customer equity; value and brand equity were significantly positive were relationship equity

had no effect. Lastly, purchase intention and customer equity were significant. Overall, the study

would be helpful for luxury brands to forecast future purchasing behavior of their customers

accurately and help lead them in managing assets and marketing activities.

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