Table 4. Path coefficients Indirect path... | Emerald Publishing

Table 4.

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)	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

Notes:

AV = Advertising value; BA = Brand authenticity; BL = Brand love; CE = Customer engagement; ECM = Ephemeral content marketing; SC = Self-brand connection