Correlation matrix for all the variables in Study 1 and Study 2
| Constructs | Content quality (S1) | Consumer engagement (S1-S2) | Brand attitude (S2) | Advocacy intentions (S2) |
|---|---|---|---|---|
| Content quality (S1) | 1.00 | |||
| Consumer engagement (S1-S2) | 0.51** | 1.00 | ||
| Brand attitude (S2) | nd | 0.69** | 1.00 | |
| Advocacy intentions (S2) | nd | 0.75** | 0.80** | 1.00 |
| Constructs | Content quality (S1) | Consumer engagement | Brand attitude (S2) | Advocacy intentions (S2) |
|---|---|---|---|---|
| 1.00 | ||||
| 0.51 | 1.00 | |||
| nd | 0.69 | 1.00 | ||
| nd | 0.75 | 0.80 | 1.00 |
Note(s): **Correlation is significant at the 0.01 level (2-tailed). S1 is Study 1; S2 is Study 2
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