I am an undergrad student. I want to see the effect of the brand voice on Twitter of a certain brand towards how a consumer processes motivation, opportunity, and ability. But different factors affect the brand voice so I'm kind of just confused what direction to take on the treatment of data. If I do a correlational analysis so will it be brand voice effect on motivation, brand voice effect on opportunity, and brand voice effect on ability? I would kindly like some advice on it, many thanks.
I am not an expert on this literature, but if I were you, I would test the whole model with AMOS instead of making different analyzes. You can check for AMOS and structural equation models for further info.
If the data is from surveys and the questions with item classic scale (constructs), you should use structural equations models (MPLUS, STATA or AMOS). If the data came from content analysis and/or big data, you can use regressions with equations systems (SUR, 2SLS, or 3SLS)
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