Customer Satisfaction through Brand Image Field Study based on Customers of Jordan Telecommunication

(4-6) Sub Hypothesis test

H1.1 Social media marketing interactions has a direct impact on brand image in

Jordanian telecommunication companies at the level (α ≤ 0.05).

H1.2 Social media marketing sharing of content has a direct impact on brand image in Jordanian telecommunication companies at the level (α ≤ 0.05).


Table (4-11): Multiple regression analysis to test Social media marketing (interactions, sharing) effect brand image in Jordanian telecommunication companies

Dependent variable	R	(R²)	F Calculate	DF	Sig*	Independent variable	T Calculated	Sig*
Brand image	0.560	0.314	19.777	4	0.000	interactions	8.301	0.000
				177		sharing	1.570	0.118

*The impact is significant at level (α ≤ 0.05) * (n-1 = 181) * (T tabulated = 1.96)

To test this hypothecs the researcher use the multiple regression analysis to ensure the direct impact of Social media marketing (interactions, sharing) on brand image in Jordanian telecommunication companies, as shown in table (4-11).

The regression model achieves a high degree of fit, as reflected by (R) (0.560) and (R²) (0.314), which asserted that (0.314) of the explained variation in brand image can be accounted for Social media marketing. As well as table, (4-11) shows, the analysis of variance of the fitted regression equation is significant with (F) value of (19.777). This is an indication that the model is a good one. Since the p-value is less than (0.05), it shows a statistically significant impact of Social media marketing on brand image in Jordanian telecommunication companies.

(4-7)Sub Hypothesis analysis

H1.1 Social media marketing interactions has a direct impact on brand image in

Jordanian telecommunication companies at the level (α ≤ 0.05).

From table (4-11) the researcher observes that there is a positive direct effect of Social media marketing interactions on brand image in Jordanian telecommunication companies. As shown in the above table the (T) calculated is greater than the (T) tabulated where the calculated is (8.301), while the (t) tabulated is (1.96). According to the result reached, we reject the null hypothesis and accept alternative hypothesis, on the other hand the p-value confirmed this result it was less than (0.05). That means:

Social media marketing interactions has a positive direct effect on brand image

in Jordanian telecommunication companies at the level (α ≤ 0.05).

H1.2 Social media marketing sharing of content has a direct impact on brand image in Jordanian telecommunication companies at the level (α ≤ 0.05).
According to the result shown in table (4-11), the (t) calculated is less than the

(t) tabulated. The (t) calculated was equal (1.570) while the (t) tabulated is (1.96). In addition, the p-value was (0.118) it is greater than significance, (0.05) or less, so we accept the null hypothesis and reject alternative hypothesis that means:

Brand elements have no positive direct effect on e purchasing food and

beverage in Jordan at the level (α ≤ 0.05).