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Factor correlation matrix.
| Factor | Socialization | Entertainment | Social Cause | Shopping | Education | Informativeness |
|---|---|---|---|---|---|---|
| Socialization | 1 | |||||
| Entertainment | .529** | 1 | ||||
| Social Cause | .259** | .304** | 1 | |||
| Shopping | .233** | .374** | .524** | 1 | ||
| Education | .360** | .554** | .393** | .512** | 1 | |
| Informativeness | .039** | .288** | .070** | .133** | .113** | 1 |
**Significant at 0.01 level.
Source: Primary Data
