Table 3 Moderated mediation analysis of...

Table 3

Moderated mediation analysis of BeReal usage on self-brand connection

Variable	β (SE)	95% CI	Partial η²
Outcome variable: Ad recognition
Constant	2.798 (0.19)	[2.434, 3.161]
Ad spontaneity	−0.651 (0.05)	[−0.746, −0.556]	0.319
Brand familiarity	−0.001 (0.03)	[−0.052, 0.049]	<0.001
BeReal usage	0.029 (0.04)	[−0.058, 0.116]	0.001
Gender	0.174 (0.11)	[−0.038, 0.386]	0.007
Outcome variable: Ad irritation
Constant	2.905 (0.25)	[2.419. 3.391]
Ad spontaneity	0.050 (0.05)	[−0.049, 0.150]	0.003
Ad recognition	0.089 (0.04)	[0.003, 0.176]	0.011
Involvement	0.441 (0.15)	[0.150, 0.733]	0.022
Ad recognition × involvement	−0.123 (0.04)	[−0.196. −0.050]	0.027
Brand familiarity	−0.098 (0.05)	[−0.194. −0.002]	0.01
BeReal usage	0.017 (0.04)	[−0.060, 0.094]	<0.001
Gender	−0.380 (0.09)	[−0.565. −0.195]	0.04
Outcome variable: Brand attitude (change)
Constant	−0.062 (0.13)	[−0.317, 0.193]
Ad spontaneity	−0.009 (0.02)	[−0.055, 0.036]	<0.001
Ad recognition	−0.018 (0.02)	[−0.057, 0.022]	0.002
Ad irritation	−0.083 (0.02)	[−0.128. −0.038]	0.033
Involvement	−0.312 (0.09)	[−0.480. −0.144]	0.033
Ad recognition X involvement	−0.011 (0.02)	[−0.045, 0.023]	0.001
Ad irritation X involvement	0.100 (0.02)	[0.055, 0.145]	0.047
Brand familiarity	0.055 (0.02)	[0.011, 0.099]	0.015
BeReal usage	0.012 (0.02)	[−0.022, 0.047]	0.001
Gender	0.064 (0.04)	[−0.022, 0.149]	0.006
Outcome variable: Purchase intention
Constant	3.286 (0.18)	[2.940. 3.633]
Ad spontaneity	0.025 (0.04)	[−0.046, 0.095]	0.001
Ad recognition	−0.050 (0.03)	[−0.111, 0.011]	0.007
Ad irritation	−0.154 (0.04)	[−0.225. −0.083]	0.045
Brand attitude (change)	0.363 (0.08)	[0.211, 0.515]	0.054
Brand familiarity	0.152 (0.02)	[0.121, 0.183]	0.19
BeReal usage	0.075 (0.03)	[0.021, 0.128]	0.019
Gender	0.016 (0.07)	[−0.117, 0.150]	<0.001

Variable	β (SE)	95% CI	Partial η²
Outcome variable: Ad recognition
Constant	2.798 (0.19)	[2.434, 3.161]
Ad spontaneity	−0.651 (0.05)	[−0.746, −0.556]	0.319
Brand familiarity	−0.001 (0.03)	[−0.052, 0.049]	<0.001
BeReal usage	0.029 (0.04)	[−0.058, 0.116]	0.001
Gender	0.174 (0.11)	[−0.038, 0.386]	0.007
Outcome variable: Ad irritation
Constant	2.905 (0.25)	[2.419. 3.391]
Ad spontaneity	0.050 (0.05)	[−0.049, 0.150]	0.003
Ad recognition	0.089 (0.04)	[0.003, 0.176]	0.011
Involvement	0.441 (0.15)	[0.150, 0.733]	0.022
Ad recognition × involvement	−0.123 (0.04)	[−0.196. −0.050]	0.027
Brand familiarity	−0.098 (0.05)	[−0.194. −0.002]	0.01
BeReal usage	0.017 (0.04)	[−0.060, 0.094]	<0.001
Gender	−0.380 (0.09)	[−0.565. −0.195]	0.04
Outcome variable: Brand attitude (change)
Constant	−0.062 (0.13)	[−0.317, 0.193]
Ad spontaneity	−0.009 (0.02)	[−0.055, 0.036]	<0.001
Ad recognition	−0.018 (0.02)	[−0.057, 0.022]	0.002
Ad irritation	−0.083 (0.02)	[−0.128. −0.038]	0.033
Involvement	−0.312 (0.09)	[−0.480. −0.144]	0.033
Ad recognition X involvement	−0.011 (0.02)	[−0.045, 0.023]	0.001
Ad irritation X involvement	0.100 (0.02)	[0.055, 0.145]	0.047
Brand familiarity	0.055 (0.02)	[0.011, 0.099]	0.015
BeReal usage	0.012 (0.02)	[−0.022, 0.047]	0.001
Gender	0.064 (0.04)	[−0.022, 0.149]	0.006
Outcome variable: Purchase intention
Constant	3.286 (0.18)	[2.940. 3.633]
Ad spontaneity	0.025 (0.04)	[−0.046, 0.095]	0.001
Ad recognition	−0.050 (0.03)	[−0.111, 0.011]	0.007
Ad irritation	−0.154 (0.04)	[−0.225. −0.083]	0.045
Brand attitude (change)	0.363 (0.08)	[0.211, 0.515]	0.054
Brand familiarity	0.152 (0.02)	[0.121, 0.183]	0.19
BeReal usage	0.075 (0.03)	[0.021, 0.128]	0.019
Gender	0.016 (0.07)	[−0.117, 0.150]	<0.001

Source(s): Authors' own work

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