Table 2. The reliability and convergent...

Table 2.

The reliability and convergent validity

Constructs/variables	Standard 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
EN1	0.788
EN2	0.755
EN3	0.715
Trendiness (TR) (first order)Adapted from Godey et al. (2016) CA = 0.767; CR = 0.775; AVE = 0.621
TR1	0.723
TR2	0.665
TR3	0.669
Informativeness (IF) (first order)Adapted from Logan et al. (2012) CA = 0.725; CR = 0.754; AVE = 0.575
IF1	0.707
IF2	0.640
IF3	0.744
IF4	0.777
IF5	0.693
Interactivity (IT) (first order)Adapted from Kim and Ko (2012) CA = 0.703; CR = 0.724; AVE = 0.601
IT1	0.688
IT2	0.672
IT3	0.738
Aesthetic quality (AQ) (first order)Adapted from Bazi et al. (2023) CA = 0.713; CR = 0.718; AVE = 0.546
AQ2	0.630
AQ3	0.719
AQ4	0.700
Perceived relevance (PR) (first order)Adapted from Zeng et al. (2009); Zhu and Chang (2016) CA = 0.735; CR = 0.768; AVE = 0.673
PR1	0.720
PR2	0.668
PR3	0.645
PR4	0.599
PR5	0.774
PR6	0.803
Advertising value (AV)Adapted from Ducoffe (1995); Liu et al. (2012) CA = 0.836; CR = 0.891; AVE = 0.671
AV1	0.849
AV2	0.801
AV3	0.824
AV4	0.801
Self-brand connection (SC)Adapted from Thomson et al. (2005) CA = 0.888; CR = 0.918; AVE = 0.692
SC1	0.808
SC2	0.836
SC3	0.833
SC4	0.868
SC5	0.812
Brand authenticity (BAO)Adapted from Modya et al. (2019) CA = 0.916; CR = 0.929; AVE = 0.652
BAO2	0.706
BAO3	0.793
BAG1	0.800
BAG2	0.823
BAG3	0.875
BAG4	0.802
BAG5	0.843
Brand love (BL)Adapted from Loureiro et al. (2012) CA = 0.886; CR = 0.917; AVE = 0.689
BL1	0.821
BL2	0.827
BL3	0.902
BL4	0.831
BL5	0.765
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
CEP1	0.670
CEP4	0.548
Customer referrals (first order) CA = 0.785; CR = 0.801; AVE = 0.678
CER1	0.666
CER2	0.701
CER3	0.703
CER4	0.703
Customer social influence (first order) CA = 0.857; CR = 0.893; AVE = 0.635
CES1	0.769
CES2	0.796
CES3	0.728
CES4	0.761
Customer knowledge sharing (first order) CA = 0.785; CR = 0.823; AVE = 0.723
CEK1	0.757
CEK2	0.760
CEK3	0.747
CEK4	0.769

Constructs/variables	Standard 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
EN1	0.788
EN2	0.755
EN3	0.715
Trendiness (TR) (first order)Adapted from Godey et al. (2016) CA = 0.767; CR = 0.775; AVE = 0.621
TR1	0.723
TR2	0.665
TR3	0.669
Informativeness (IF) (first order)Adapted from Logan et al. (2012) CA = 0.725; CR = 0.754; AVE = 0.575
IF1	0.707
IF2	0.640
IF3	0.744
IF4	0.777
IF5	0.693
Interactivity (IT) (first order)Adapted from Kim and Ko (2012) CA = 0.703; CR = 0.724; AVE = 0.601
IT1	0.688
IT2	0.672
IT3	0.738
Aesthetic quality (AQ) (first order)Adapted from Bazi et al. (2023) CA = 0.713; CR = 0.718; AVE = 0.546
AQ2	0.630
AQ3	0.719
AQ4	0.700
Perceived relevance (PR) (first order)Adapted from Zeng et al. (2009); Zhu and Chang (2016) CA = 0.735; CR = 0.768; AVE = 0.673
PR1	0.720
PR2	0.668
PR3	0.645
PR4	0.599
PR5	0.774
PR6	0.803
Advertising value (AV)Adapted from Ducoffe (1995); Liu et al. (2012) CA = 0.836; CR = 0.891; AVE = 0.671
AV1	0.849
AV2	0.801
AV3	0.824
AV4	0.801
Self-brand connection (SC)Adapted from Thomson et al. (2005) CA = 0.888; CR = 0.918; AVE = 0.692
SC1	0.808
SC2	0.836
SC3	0.833
SC4	0.868
SC5	0.812
Brand authenticity (BAO)Adapted from Modya et al. (2019) CA = 0.916; CR = 0.929; AVE = 0.652
BAO2	0.706
BAO3	0.793
BAG1	0.800
BAG2	0.823
BAG3	0.875
BAG4	0.802
BAG5	0.843
Brand love (BL)Adapted from Loureiro et al. (2012) CA = 0.886; CR = 0.917; AVE = 0.689
BL1	0.821
BL2	0.827
BL3	0.902
BL4	0.831
BL5	0.765
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
CEP1	0.670
CEP4	0.548
Customer referrals (first order) CA = 0.785; CR = 0.801; AVE = 0.678
CER1	0.666
CER2	0.701
CER3	0.703
CER4	0.703
Customer social influence (first order) CA = 0.857; CR = 0.893; AVE = 0.635
CES1	0.769
CES2	0.796
CES3	0.728
CES4	0.761
Customer knowledge sharing (first order) CA = 0.785; CR = 0.823; AVE = 0.723
CEK1	0.757
CEK2	0.760
CEK3	0.747
CEK4	0.769

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