Table 2.

The reliability and convergent validity

Constructs/variablesStandard loadings
Ephemeral content marketing (ECM) (Higher Order) CA = 0.954; CR = 0.958; AVE = 0.501 
Entertainment (EN) (first order)Adapted from Kim and Ko (2010) CA = 0.785; CR = 0.798; AVE = 0.561 
EN10.788
EN20.755
EN30.715
Trendiness (TR) (first order)Adapted from Godey et al. (2016) CA = 0.767; CR = 0.775; AVE = 0.621 
TR10.723
TR20.665
TR30.669
Informativeness (IF) (first order)Adapted from Logan et al. (2012) CA = 0.725; CR = 0.754; AVE = 0.575 
IF10.707
IF20.640
IF30.744
IF40.777
IF50.693
Interactivity (IT) (first order)Adapted from Kim and Ko (2012) CA = 0.703; CR = 0.724; AVE = 0.601 
IT10.688
IT20.672
IT30.738
Aesthetic quality (AQ) (first order)Adapted from Bazi et al. (2023) CA = 0.713; CR = 0.718; AVE = 0.546 
AQ20.630
AQ30.719
AQ40.700
Perceived relevance (PR) (first order)Adapted from Zeng et al. (2009); Zhu and Chang (2016) CA = 0.735; CR = 0.768; AVE = 0.673 
PR10.720
PR20.668
PR30.645
PR40.599
PR50.774
PR60.803
Advertising value (AV)Adapted from Ducoffe (1995); Liu et al. (2012) CA = 0.836; CR = 0.891; AVE = 0.671 
AV10.849
AV20.801
AV30.824
AV40.801
Self-brand connection (SC)Adapted from Thomson et al. (2005) CA = 0.888; CR = 0.918; AVE = 0.692 
SC10.808
SC20.836
SC30.833
SC40.868
SC50.812
Brand authenticity (BAO)Adapted from Modya et al. (2019) CA = 0.916; CR = 0.929; AVE = 0.652 
BAO20.706
BAO30.793
BAG10.800
BAG20.823
BAG30.875
BAG40.802
BAG50.843
Brand love (BL)Adapted from Loureiro et al. (2012) CA = 0.886; CR = 0.917; AVE = 0.689 
BL10.821
BL20.827
BL30.902
BL40.831
BL50.765
Customer engagement (CE) (higher order)Adapted from Kumar and Pansari (2016) CA = 0.929; CR = 0.938; AVE = 0.552 
Customer purchases (first order) CA = 0.706; CR = 0.712; AVE = 0.520 
CEP10.670
CEP40.548
Customer referrals (first order) CA = 0.785; CR = 0.801; AVE = 0.678 
CER10.666
CER20.701
CER30.703
CER40.703
Customer social influence (first order) CA = 0.857; CR = 0.893; AVE = 0.635 
CES10.769
CES20.796
CES30.728
CES40.761
Customer knowledge sharing (first order) CA = 0.785; CR = 0.823; AVE = 0.723 
CEK10.757
CEK20.760
CEK30.747
CEK40.769
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