Table A1. Study 2 and Study 3:...

Table A1.

Study 2 and Study 3: Descriptive statistics, correlations, construct reliability and validity

Predictors and effects	Coefficient	M	SD	α	AVE	1	2	3	4	5	6	7	8
Study 2
1	Brand prominence^a	―^a	―^a	―^a	―^a
2	Perceived post authenticity	3.55	1.33	0.83	0.68	−0.263**	(0.89)
3	WOM	3.97	1.36	0.93	0.84	−0.202**	0.663**	(0.95)
4	Social capital	4.18	0.81	0.83	0.66	−0.078	0.346**	0.416**	(0.96)
5	Gender^b	1.48	0.52	―^a	―^a	−0.045	0.014	0.035	−0.063
6	Age	26.38	6.79	―^a	―^a	0.003	0.048	0.083	−0.003	0.038
7	MIOC length of membership^c	1.93	1.12	―^a	―^a	0.004	−0.089	−0.101	0.130	0.005	0.032
8	MIOC visit frequency^d	2.57	1.20	―^a	―^a	−0.086	−0.050	−0.104	−0.393**	−0.003	−0.056	−0.091
9	MIOC active participation^d	4.35	1.15	―^a	―^a	−0.023	−0.130	−0.108	−0.428**	0.045	0.026	−0.157*	0.332**
Study 3
1	Brand prominence^a	―^a	―^a	―^a	―^a
2	Perceived post authenticity	4.12	1.40	0.82	0.68	−0.350**	(0.89)
3	WOM	4.47	1.34	0.94	0.85	−0.238**	0.526**	(0.96)
4	Social capital	4.38	1.01	0.87	0.62	−0.108	0.392**	0.432**	(0.95)
5	Gender^b	1.52	0.50	―^a	―^a	−0.063	0.091	0.049	0.096
6	Age	26.57	7.69	―^a	―^a	0.068	0.011	−0.113	0.094	0.260**
7	MIOC length of membership^c	1.72	1.04	―^a	―^a	0.021	0.116	0.117	0.181*	0.100	0.255**
8	MIOC visit frequency^d	1.99	0.83	―^a	―^a	0.024	−0.088	−0.172*	−0.255**	0.104	0.056	−0.033
9	MIOC active participation^d	3.58	0.81	―^a	―^a	0.041	−0.134	−0.227**	−0.319**	0.167*	−0.075	−0.045	0.323**

Predictors and effects	Coefficient	M	SD	α	AVE	1	2	3	4	5	6	7	8
Study 2
1	Brand prominence^a	―^a	―^a	―^a	―^a
2	Perceived post authenticity	3.55	1.33	0.83	0.68	−0.263**	(0.89)
3	WOM	3.97	1.36	0.93	0.84	−0.202**	0.663**	(0.95)
4	Social capital	4.18	0.81	0.83	0.66	−0.078	0.346**	0.416**	(0.96)
5	Gender^b	1.48	0.52	―^a	―^a	−0.045	0.014	0.035	−0.063
6	Age	26.38	6.79	―^a	―^a	0.003	0.048	0.083	−0.003	0.038
7	MIOC length of membership^c	1.93	1.12	―^a	―^a	0.004	−0.089	−0.101	0.130	0.005	0.032
8	MIOC visit frequency^d	2.57	1.20	―^a	―^a	−0.086	−0.050	−0.104	−0.393**	−0.003	−0.056	−0.091
9	MIOC active participation^d	4.35	1.15	―^a	―^a	−0.023	−0.130	−0.108	−0.428**	0.045	0.026	−0.157*	0.332**
Study 3
1	Brand prominence^a	―^a	―^a	―^a	―^a
2	Perceived post authenticity	4.12	1.40	0.82	0.68	−0.350**	(0.89)
3	WOM	4.47	1.34	0.94	0.85	−0.238**	0.526**	(0.96)
4	Social capital	4.38	1.01	0.87	0.62	−0.108	0.392**	0.432**	(0.95)
5	Gender^b	1.52	0.50	―^a	―^a	−0.063	0.091	0.049	0.096
6	Age	26.57	7.69	―^a	―^a	0.068	0.011	−0.113	0.094	0.260**
7	MIOC length of membership^c	1.72	1.04	―^a	―^a	0.021	0.116	0.117	0.181*	0.100	0.255**
8	MIOC visit frequency^d	1.99	0.83	―^a	―^a	0.024	−0.088	−0.172*	−0.255**	0.104	0.056	−0.033
9	MIOC active participation^d	3.58	0.81	―^a	―^a	0.041	−0.134	−0.227**	−0.319**	0.167*	−0.075	−0.045	0.323**

Note(s):

*p < 0.05. **p < 0.01. ***p < 0.001. ^aOrdinal variable. ^bCategorical variable: 1 = male, 2 = female, 3 = other. ^cCategorical variable: 1 = less than 1 year, 2 = 1–2 years, 3 = 2–5 years, 4 = more than 5 years. ^dCategorical variable: 1 = daily, 2 = weekly, 3 = monthly, 4 = not regularly.

Two-tailed tests of significance. α = Cronbach’s alpha; AVE = average variance extracted; in parentheses composite reliability

Source(s): Authors’ own work

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