Descriptive analysis
| Variables | Mean | SD | |
|---|---|---|---|
| Interactivity | Active control | 4.06 | 0.96 |
| Two-way communication | 4.02 | 0.96 | |
| Synchronicity | 3.84 | 0.98 | |
| Co-experience | Participation | 3.60 | 1.10 |
| Cognitive communion | 3.40 | 1.10 | |
| Resonant contagion | 2.99 | 1.19 | |
| Consumer trust | 3.77 | 0.93 | |
| Consumer engagement | 3.06 | 1.21 | |
| Variables | Mean | SD | |
|---|---|---|---|
| Active control | 4.06 | 0.96 | |
| Two-way communication | 4.02 | 0.96 | |
| Synchronicity | 3.84 | 0.98 | |
| Participation | 3.60 | 1.10 | |
| Cognitive communion | 3.40 | 1.10 | |
| Resonant contagion | 2.99 | 1.19 | |
| 3.77 | 0.93 | ||
| 3.06 | 1.21 | ||
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