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 Appendix B
Descriptive Statistics for the Items of the CESBC, Factor Loadings (completely standardized lambda X), and Explained Variance on Each Item
(R2) for the Final Three-factor 17-item Model
Calibration sample Validation sample Full dataset Study 5 sample
(n = 1126) (n = 1126) (n = 2252) (n = 416)
ITEM
b b b M (SD) b
x) R2 M (SD) x) R2 M (SD) x) R2 x) R2 M (SD)
Consumption
Cons1 I read posts related to Brand X on social media. 0.83 0.68 3.79 (1.99) 0.82 0.68 3.89 (1.94) 0.83 0.68 3.84 (1.97) 0.87 0.75 3.72 (2.06)
Cons2 I read fan page(s) related to Brand X on social 0.83 0.69 3.78 (2.06) 0.84 0.71 3.90 (2.05) 0.84 0.70 3.84 (2.05) 0.85 0.72 3.67 (2.14)
networking sites.
Cons3 I watch pictures/graphics related to Brand X. 0.64 0.41 4.22 (1.89) 0.66 0.43 4.34 (1.90) 0.66 0.44 4.28 (1.90) 0.77 0.60 3.87 (2.01)
Cons4 I follow blogs related to Brand X. 0.63 0.39 2.70 (1.88) 0.63 0.40 2.81 (1.90) 0.64 0.41 2.76 (1.90) 0.69 0.48 2.69 (1.97)
Cons5 I follow Brand X on social networking sites. 0.87 0.76 3.66 (2.04) 0.86 0.74 3.76 (1.97) 0.86 0.74 3.71 (2.01) 0.87 0.76 3.49 (2.05)
Contribution
Contr1 I comment on videos related to Brand X. 0.85 0.73 2.16 (1.63) 0.84 0.71 2.27 (1.72) 0.85 0.72 2.22 (1.68) 0.83 0.69 2.37 (1.83)
Contr2 I comment on posts related to Brand X. 0.87 0.76 2.35 (1.69) 0.90 0.80 2.43 (1.76) 0.88 0.78 2.39 (1.73) 0.90 0.81 2.51 (1.93)
Contr3 I comment on pictures/graphics related to 0.87 0.75 2.17 (1.68) 0.86 0.74 2.26 (1.71) 0.87 0.75 2.22 (1.70) 0.86 0.74 2.42 (1.85)
Brand X.
Contr4 I share Brand X related posts. 0.89 0.79 2.43 (1.76) 0.88 0.78 2.52 (1.80) 0.89 0.79 2.47 (1.78) 0.90 0.80 2.59 (1.95)
Contr5 . 0.62 0.39 3.34 (2.00) 0.63 0.40 3.40 (2.02) 0.63 0.39 3.37 (2.01) 0.68 0.46 3.33 (2.17)
Contr6 . 0.67 0.45 3.20 (1.98) 0.67 0.44 3.28 (1.99) 0.67 0.44 3.24 (1.98) 0.73 0.53 3.30 (2.10)
Creation
Creat1 I initiate posts related to Brand X on blogs. 0.89 0.78 1.94 (1.55) 0.90 0.78 1.95 (1.52) 0.89 0.80 1.95 (1.54) 0.91 0.82 2.21 (1.76)
Creat2 I initiate posts related to Brand X on social 0.87 0.76 2.01 (1.58) 0.90 0.76 2.17 (1.70) 0.89 0.79 2.09 (1.64) 0.89 0.79 2.35 (1.83)
networking sites.
Creat3 I post pictures/graphics related to Brand X. 0.87 0.76 1.98 (1.54) 0.82 0.76 2.19 (1.67) 0.84 0.71 2.08 (1.61) 0.89 0.79 2.29 (1.80)
Creat4 I post videos that show Brand X. 0.83 0.69 1.96 (1.53) 0.85 0.69 2.11 (1.60) 0.84 0.71 2.03 (1.57) 0.86 0.73 2.27 (1.80)
Creat5 I write posts related to Brand X on forums. 0.80 0.65 1.96 (1.53) 0.80 0.65 2.11 (1.60) 0.80 0.64 2.04 (1.57) 0.85 0.72 2.29 (1.79)
Creat6 I write reviews related to Brand X. 0.75 0.57 1.91 (1.52) 0.69 0.57 2.04 (1.61) 0.72 0.52 1.97 (1.56) 0.82 0.68 2.16 (1.74)
2 2
Note: Calibration sample: (115) 564.31, CFI = 0.95, TLI = 0.95, RMSEA = 0.05, SRMR = 0.06; Validation sample: (115) 557.47, CFI = 0.95, TLI = 0.94, RMSEA = 0.05,
SRMR = 0.06; Full data set: 2(115) 719.47, CFI = 0.93, TLI = 0.92, RMSEA = 0.05, SRMR = 0.05; Study 5: 2(313) = 651.71, CFI = 0.95, TLI = 0.95, RMSEA = 0.05,
SRMR = 0.06; p < 0.001; Estimator = MLM.
 Appendix A

Questionnaire on the Use of Social Media by Medical Professionals

1. Do you currently have a social media account (Facebook, Twitter, etc) for your own private use? Y/N
2. Do you currently use an image messaging application (Snapchat, Instagram, etc) for your own private use? Y/N
3. Did you receive formal instruction about the use of social media during medical school? Y/N
4. Are you familiar with the social media policy at this institution? Y/N
5. Have you ever closed a personal social media account for personal reasons? Y/N
6. Have you ever closed a personal social media account for professional reasons? Y/N
7. If you have a personal social media account, do you know the current privacy setting of your account? Y/N
8. Can you prevent a person/patient from searching for your social media profile? Y/N
9. Can anyone search for you on your social media account regardless of privacy setting? Y/N
10. Is it possible to change settings to control who can tag you on a photo or image? Y/N
11. I can permanently delete a post or other material I have posted to my social media account. Y/N
12. I have posted statements and/or photos on social media that could be considered unprofessional. Y/N
13. I have posted statements and/or photos on social media that I now regret because they are unprofessional.
Y/N
14. While on duty in the hospital, you are in a patient care area. Your patient(s) is stable, and does not require
intervention. You are immediately available should your patient require assistance of any kind. Is it
professionally acceptable to access your social media account? Never/ It depends / Always / Not sure
15. Is it okay to post a picture of a residency event in a conference room, as long as everyone consents to having
their picture posted? Never/It depends/Always/Not sure
16. Is it okay to post a picture of an off-campus, non-sanctioned event (e.g., baseball game) in which some of your
resident colleagues are present? Never/It depends/Always/Not sure
17. You attend a departmental BBQ and your colleagues pose for a group photo. They all agree to have their
picture posted on-line. You post this picture on your social media page to help promote the program. Never
okay/It depends/Always okay/not sure
18. You participate in a “night-out” with friends. You snap a picture of a group in which some people are holding
alcoholic beverages. You want to post this to your social media account and determine this is: Never okay/It
depends/Always okay/Not sure.
19. Your patient has a very interesting rash on their back. You take a picture of this rash for the chart. There is no
way to identify the patient from the picture. You think it would be highly educational to share this finding with
your colleagues. Is it okay to post the picture to your social media account? Never/ It depends/ Always / Not
sure
20. You are reviewing an interesting CT of a patient. There is no identifying information about the patient on this
diagnostic image. You decide to post the image on social media. Never okay /It depends/ Always okay/Not
sure
21. You are called to the ED for a mass casualty event. The department is crowded and you are proud to be a part
of a coordinated effort to help the community. You take a picture and a short video on your mobile device of
the entire scene. Providers and patients are visible in the frame but it is impossible to make out individual
faces. You consider posting this on your social media account. You decide this is: Never okay/ It depends/
Always okay/Not sure
22. You take your patient from the mass casualty event to the OR for a severe penetrating injury. After
successfully participating in the care of this patient, you post the following statement to your social media
 account, “Wow –crazy day! Took a young boy to the OR for nasty impalement. He’s doing great. I love my
job.” This is: Never okay/It depends/Always okay/Not sure

23. You and a resident colleague take a picture of yourselves in front of a patient tracking board. There are no
patients listed on the board, and there are no patients in the background. Is this picture ok to post? Never
okay/ It depends/Always okay/Not sure

24. Is it okay to interact with physician colleagues on social media as an acquaintance (e.g., “Facebook friend”)?
Never okay /It depends/ Always okay/Not sure
25. You have set your social media account and/or messaging application to provide notifications on your mobile
device. Receiving notifications on your mobile device while on duty in the hospital constitutes a: Definite
Patient Safety Risk/Possible Patient Safety Risk/No Patient Safety Risk
26. You receive a “friend” request on Facebook (or similar request on a different social media platform) from a
nurse with whom you have worked briefly but with whom you otherwise have no social relationship. Is it okay
to accept this “friend” request? Never okay /It Depends/ Always okay/Not sure
27. You receive a “friend” request on Facebook from a radiology technician who is a “friend of a friend” but with
whom you have neither worked nor met. Is it okay to accept this “friend” request? Never/It Depends/
Always/Not sure
28. Is it okay to interact with patients on social media? Never/It depends/Always/Not sure
29. Is it okay to provide medical advice to patients via social media? Never okay/It depends/always okay/Not sure
30. Are you: Female Male
31. Please Indicate your age: 18-25 26-35 35-45 >46
 117
Appendix A: Interview Protocol

Interview purpose: Data collections on the social media strategies organizational

leaders use to increase their organizations’ sales.

I will be on time for the interview. When the interviewee arrives, I will introduce myself

and thank him/her for taking the time to participate in the interview. I will review the

purpose of the interview and explain the following terms:

1. Participation in the interview in voluntary and the interview has the right to

withdraw at any time.

2. Present the interviewee with the consent form, review the terms and answer any

questions before they sign.

3. Provide a copy of the consent for the interview’s record.

4. Review the interview procedures and obtain permission to audio record the

interview.

5. Review timeline for the interview and explain that that I will ask 7 open ended

and depending on the length of the response, the interview time should not exceed

30 to 45 minutes including following up questions.

6. Inform the interviewee that the interview transcripts will be emailed to them for

review and confirmation of their responses to ensure that their responses were

captured accurately

7. Listen attentively, take notes, observe them at work, and request any related
 118
documentation that they are willing to share.

8. Thank the participants for their time and answer any additional questions that they

may have about the research study.

9. Provide my contract information, if they have additional questions about the study

after the interview.

 119
Appendix B: Invitation to Participate

<Date>

<Address Block>

Dear Sir/Madam,

As part of my doctoral dissertation research at Walden University, I would like to

extend an invitation for you to participate in a research study on the Social Media

Strategies that organizational leaders use to increasing sales. I have selected you to

participate in my doctoral study because of your professional experience and expertise.

Please be assured that your participation is voluntary and confidential. Enclosed is a

consent form. Please review and feel free to ask any questions before acting on this

invitation to participate.

Your participation depends on satisfying the following criteria: (a) Marketing

professional with 3 years or more professional and industry experience, (b) Well versed

in Social Media for increasing sales (c) Organization has presence in at least two social

media platforms with 5K or more followers d) and willingness to participate in an audio-

recorded interview. If you meet one or more of the criterias and available to participate,

please contact me via email at [redacted] or [redacted]. I will respond promptly to set up

a date, time, and convenient meeting place to conduct a face-to-face interview. Please

note that the interview is expected to last between 30-45 minutes and will be audio
 120
recorded with your permission. The interview responses will be transcribed by me and

will be kept confidential, your personal information will not be revealed. The

information gathered from the interview will be forwarded via email for your review and

confirmation of completeness and accuracy.

Please feel free to contact me at any time with any questions. I appreciate you taking the

time our of your busy schedule to consider my request and I look forward to hearing back

from you.

Sincerely,

Loretta Ezeife
 121
Appendix C: Interview Questions

I used open-ended semistructured interview as the data instrument for data

collection. The interview questions were, as follows:

1. What social media strategies have you used to increase sales?

2. What social media strategies were most effective for increasing sales?

3. How did you assess the effectiveness of your social media strategies for

increasing sales?

4. What were the barriers or challenges of leveraging social media strategies to

increase sales?

5. How did you address these barriers or challenges?

6. How did you assess the effectiveness of addressing these barriers or challenges?

7. What social media strategies do competitors use?

8. What else would you like to share regarding social media strategies for increasing

sales?