Path coefficients
| Indirect path coefficients | Original sample (O) | Sample mean (M) | Standard deviation (STDEV) | t-statistics (|O/STDEV|) | p-values | Decision |
|---|---|---|---|---|---|---|
| H1a = ECM → AV → BL | 0.109 | 0.107 | 0.032 | 3.434 | 0.001 | Accepted |
| H1b = ECM → AV → CE | 0.134 | 0.134 | 0.030 | 4.475 | 0.000 | Accepted |
| H2a = ECM → SC → BL | 0.432 | 0.432 | 0.033 | 13.088 | 0.000 | Accepted |
| H2b = ECM → SC → CE | 0.304 | 0.305 | 0.040 | 7.598 | 0.000 | Accepted |
| H3a = ECM → BA → BL | 0.164 | 0.165 | 0.019 | 8.633 | 0.000 | Accepted |
| H3b = ECM → BA → CE | 0.147 | 0.145 | 0.022 | 6.654 | 0.000 | Accepted |
| H4 = BL → CE | 0.134 | 0.135 | 0.052 | 2.572 | 0.010 | Accepted |
| Indirect path coefficients | Original sample (O) | Sample mean (M) | Standard deviation (STDEV) | Decision | ||
|---|---|---|---|---|---|---|
| 0.109 | 0.107 | 0.032 | 3.434 | 0.001 | Accepted | |
| 0.134 | 0.134 | 0.030 | 4.475 | 0.000 | Accepted | |
| 0.432 | 0.432 | 0.033 | 13.088 | 0.000 | Accepted | |
| 0.304 | 0.305 | 0.040 | 7.598 | 0.000 | Accepted | |
| 0.164 | 0.165 | 0.019 | 8.633 | 0.000 | Accepted | |
| 0.147 | 0.145 | 0.022 | 6.654 | 0.000 | Accepted | |
| 0.134 | 0.135 | 0.052 | 2.572 | 0.010 | Accepted |
AV = Advertising value; BA = Brand authenticity; BL = Brand love; CE = Customer engagement; ECM = Ephemeral content marketing; SC = Self-brand connection
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