Scale

Number of Items

Cronbach’s Alpha

Comments

Informativeness

3

.940

Entertainment

3

.873

Credibility

3

.864

Recommended Advertising Value

3

.877

Attitude toward Recommended Advertising

5

4

.499

.795

The first item has been removed due to low factor loading and to enhance the overall value of the measurement

Impulse buying behaviour

5

.922