Table 5

Moderated mediation effects of hot EF on brand and video responses

Via understanding intentVia skepticism
HEF* disclosureHEF* disclosure* countryHEF*CountryHEF* disclosureHEF* disclosure* countryHEF* country
Brand recall−0.238 (0.112) [−0.484; −0.045]0.073 (0.227) [−0.357;0.547]0.026 (0.108) [−0.197;0.238]−0.031 (0.041) [−0.126;0.037]−0.137 (0.126) [−0.426;0.070]0.026 (0.043) [−0.052;0.128]
Purchase intention−0.009(0.031) [−0.077;0.053]0.003 (0.030) [−0.051;0.075]0.001 (0.014) [−0.028;0.035]0.087 (0.078) [−0.046;0.263]0.351 (0.161) [0.081;0.704]−0.054 (0.075) [−0.209;0.087]
Brand attitude−0.018 (0.020) [−0.062;0.017]0.005 (0.023) [−0.038;0.059]0.002 (0.011) [−0.018;0.031]0.071 (0.061) [−0.039;0.201]0.289 (0.123) [0.063;0.545]−0.050 (0.067) [−0.180;0.085]
Video attitude−0.013 (0.025) [−0.070;0.033]0.004 (0.025) [−0.037;0.072]0.001 (0.011) [−0.262;0.124]0.112 (0.094) [−0.069;0.301]0.454 (0.189) [0.096;0.836]−0.072 (0.097) [−0.262;0.124]
Notes:

Scores represent Index of Moderated Mediation with standard errors between parentheses. HEF = Hot EF; CI = 95% bootstrap confidence interval. Significant effects are in italic. Model 7 in PROCESS was used with gender and channel viewing frequency controlled for in all models. For the two-way interactions, the non-included factor was also controlled for

Source: Authors’ own work
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