Table 2 Mediating factors Antecedent... | Emerald Publishing

Table 2

Mediating factors

Antecedent	Count	Source
Consumer-related factors	7	Al Mamun et al. (2023), Khare et al. (2022), Kılıç and Gürlek (2023), Lili et al. (2022), Pittman and Abell (2021), Verma and Kapoor (2025), Wu et al. (2023)
Relational factors	4	Folkvord et al. (2020), Kılıç and Gürlek (2023), Knupfer et al. (2023), Luo et al. (2023)
Content-related factors	3	Elgaaied-Gambier et al. (2018), Haines et al. (2023), Kapoor et al. (2023)
Product/brand factors	2	Cespedes-Dominguez et al. (2021), Kapoor et al. (2023)

Antecedent	Count	Source
Consumer-related factors	7	Al Mamun et al. (2023), Khare et al. (2022), Kılıç and Gürlek (2023), Lili et al. (2022), Pittman and Abell (2021), Verma and Kapoor (2025), Wu et al. (2023)
Relational factors	4	Folkvord et al. (2020), Kılıç and Gürlek (2023), Knupfer et al. (2023), Luo et al. (2023)
Content-related factors	3	Elgaaied-Gambier et al. (2018), Haines et al. (2023), Kapoor et al. (2023)
Product/brand factors	2	Cespedes-Dominguez et al. (2021), Kapoor et al. (2023)

Source(s): Authors’ own work