Constructs’ sources, items and factor loadings
| Construct | Adapted source | Item | Factor loading |
|---|---|---|---|
| Content quality | Dabbous and Barakat (2020) | 1. The educational content shown on the social network page of this brands is accurate | 0.853 |
| 2. The educational content shown on the social network page of this brands is interesting | 0.898 | ||
| 3. The educational content shown on the social network page of this brands is valuable | 0.902 | ||
| Consumer engagement | Gligor and Bozkurt (2021) | 1. My interaction with the educational content of this brand would make me feel valuable | 0.836 | 0.838 |
| 2. I feel a special bond with the educational content of this brand | 0.921 | 0.932 | ||
| 3. I feel I have a personal connection with the educational content of this brand | 0.941 | 0.926 | ||
| 4. I feel I have a special relation with the educational content of this brand that drives me to interact with it | 0.918 | 0.924 | ||
| Brand attitude | Spears and Singh (2004) | I feel this brand is: | |
| 1. Unappealing/appealing | 0.830 | ||
| 2. Bad/good | 0.917 | ||
| 3. Unpleasant/pleasant | 0.936 | ||
| 4. Unfavorable/favorable | 0.906 | ||
| 5. Unlikable/likable | 0.901 | ||
| Advocacy intentions | Zhang et al. (2022) | 1. I would say positive things about this brand to other people | 0.963 |
| 2. I would recommend this brand to others who seek my advice | 0.975 | ||
| 3. I would encourage friends and relatives to consider this brand | 0.943 |
| Construct | Adapted source | Item | Factor loading |
|---|---|---|---|
| 1. The educational content shown on the social network page of this brands is accurate | 0.853 | ||
| 2. The educational content shown on the social network page of this brands is interesting | 0.898 | ||
| 3. The educational content shown on the social network page of this brands is valuable | 0.902 | ||
| 1. My interaction with the educational content of this brand would make me feel valuable | 0.836 | 0.838 | ||
| 2. I feel a special bond with the educational content of this brand | 0.921 | 0.932 | ||
| 3. I feel I have a personal connection with the educational content of this brand | 0.941 | 0.926 | ||
| 4. I feel I have a special relation with the educational content of this brand that drives me to interact with it | 0.918 | 0.924 | ||
| I feel this brand is: | |||
| 1. Unappealing/appealing | 0.830 | ||
| 2. Bad/good | 0.917 | ||
| 3. Unpleasant/pleasant | 0.936 | ||
| 4. Unfavorable/favorable | 0.906 | ||
| 5. Unlikable/likable | 0.901 | ||
| 1. I would say positive things about this brand to other people | 0.963 | ||
| 2. I would recommend this brand to others who seek my advice | 0.975 | ||
| 3. I would encourage friends and relatives to consider this brand | 0.943 |
Source(s): Authors’ own work
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