Table 2. The interaction effect of... | Emerald Publishing

Table 2.

The interaction effect of authenticity and social capital on WOM (Study 2)

Variables and effects	Coefficient	SE	95% CIs
Effects on authenticity (R² = 0.08)
X1: Low brand prominence	−0.62***	0.22	[−1.06, −0.18]
X2: High brand prominence	−0.86***	0.19	[−1.24, −0.48]
Effects on WOM (R² = 0.49)
X1: Low brand prominence	−0.78 ^ns	0.16	[−0.39, 0.23]
X2: High brand prominence	−0.05 ^ns	0.18	[−0.40, 0.31]
Authenticity	1.14***	0.26	[0.62, 1.66]
Social capital	0.87***	0.26	[0.37, 1.38]
Perceived authenticity × social capital	−0.13*	0.06	[−0.25, −0.01]
Conditional indirect effects X1 (prominence → authenticity → WOM)
Social capital = 3.37	−0.44	0.17	[−0.80, −0.12]
Social capital = 4.18	−0.38	0.14	[−0.66, −0.11]
Social capital = 4.99	−0.31	0.12	[−0.55, −0.09]
Index of moderated mediation X1	0.08	0.05	[0.00, 0.21]
Conditional indirect effects X2 (prominence → authenticity → WOM)
Social capital = 3.37 −0.61 SS 0.16 [−0.93, −0.32]
Social capital = 4.18	−0.52	0.13	[−0.79, −0.28]
Social capital = 4.99	−0.43	0.12	[−0.68, −0.22]
Index of moderated mediation X2	0.11	0.06	[0.01, 0.25]

Variables and effects	Coefficient	SE	95% CIs
Effects on authenticity (R² = 0.08)
X1: Low brand prominence	−0.62***	0.22	[−1.06, −0.18]
X2: High brand prominence	−0.86***	0.19	[−1.24, −0.48]
Effects on WOM (R² = 0.49)
X1: Low brand prominence	−0.78 ^ns	0.16	[−0.39, 0.23]
X2: High brand prominence	−0.05 ^ns	0.18	[−0.40, 0.31]
Authenticity	1.14***	0.26	[0.62, 1.66]
Social capital	0.87***	0.26	[0.37, 1.38]
Perceived authenticity × social capital	−0.13*	0.06	[−0.25, −0.01]
Conditional indirect effects X1 (prominence → authenticity → WOM)
Social capital = 3.37	−0.44	0.17	[−0.80, −0.12]
Social capital = 4.18	−0.38	0.14	[−0.66, −0.11]
Social capital = 4.99	−0.31	0.12	[−0.55, −0.09]
Index of moderated mediation X1	0.08	0.05	[0.00, 0.21]
Conditional indirect effects X2 (prominence → authenticity → WOM)
Social capital = 3.37 −0.61 SS 0.16 [−0.93, −0.32]
Social capital = 4.18	−0.52	0.13	[−0.79, −0.28]
Social capital = 4.99	−0.43	0.12	[−0.68, −0.22]
Index of moderated mediation X2	0.11	0.06	[0.01, 0.25]

Note(s):

SE = standard error; CI = confidence interval; *p < 0.05, **p < 0.01, ***p < 0.001

Source(s): Authors’ own work