Table 2. Cronbach’s alpha, composite...

Table 2.

Cronbach’s alpha, composite reliability, convergent and discriminant validity of measures

Construct	No of items	VIF	CR	CA	AVE	LI	COM	SH	RR	SMA	SMP	SMIM	PB	PC	PR	BE	BUI
LI	3	1.326	0.936	0.912	0.831	0.911
COM	3	1.437	0.922	0.934	0.797	0.189	0.893
SH	3	1.057	0.940	0.913	0.841	0.228	0.246	0.917
RR	4	1.267	0.950	0.922	0.827	0.284	0.266	0.264	0.909
SMA	5	1.226	0.973	0.982	0.879	0.189	0.302	0.301	0.267	0.937
SMP	7	1.147	0.970	0.948	0.822	0.190	0.268	0.331	0.283	0.261	0.907
SMIM	4	1.326	0.941	0.939	0.798	0.231	0.236	0.261	0.327	0.291	0.257	0.893
PB	5	1.541	0.947	0.957	0.781	0.236	0.287	0.243	0.260	0.326	0.290	0.247	0.884
PC	3	1.093	0.936	0.944	0.830	0.192	0.278	0.296	0.262	0.256	0.325	0.302	0.252	0.927
PR	6	1.232	0.964	0.941	0.819	0.206	0.266	0.315	0.261	0.236	0.250	0.285	0.282	0.263	0.905
BE	5	1.036	0.943	0.929	0.767	0.230	0.277	0.262	0.265	0.263	0.233	0.253	0.307	0.288	0.275	0.876
BUI	4	1.224	0.901	0.899	0.803	0.232	0.252	0.259	0.236	0.279	0.290	0.269	0.264	0.325	0.293	0.288	0.896

Construct	No of items	VIF	CR	CA	AVE	LI	COM	SH	RR	SMA	SMP	SMIM	PB	PC	PR	BE	BUI
LI	3	1.326	0.936	0.912	0.831	0.911
COM	3	1.437	0.922	0.934	0.797	0.189	0.893
SH	3	1.057	0.940	0.913	0.841	0.228	0.246	0.917
RR	4	1.267	0.950	0.922	0.827	0.284	0.266	0.264	0.909
SMA	5	1.226	0.973	0.982	0.879	0.189	0.302	0.301	0.267	0.937
SMP	7	1.147	0.970	0.948	0.822	0.190	0.268	0.331	0.283	0.261	0.907
SMIM	4	1.326	0.941	0.939	0.798	0.231	0.236	0.261	0.327	0.291	0.257	0.893
PB	5	1.541	0.947	0.957	0.781	0.236	0.287	0.243	0.260	0.326	0.290	0.247	0.884
PC	3	1.093	0.936	0.944	0.830	0.192	0.278	0.296	0.262	0.256	0.325	0.302	0.252	0.927
PR	6	1.232	0.964	0.941	0.819	0.206	0.266	0.315	0.261	0.236	0.250	0.285	0.282	0.263	0.905
BE	5	1.036	0.943	0.929	0.767	0.230	0.277	0.262	0.265	0.263	0.233	0.253	0.307	0.288	0.275	0.876
BUI	4	1.224	0.901	0.899	0.803	0.232	0.252	0.259	0.236	0.279	0.290	0.269	0.264	0.325	0.293	0.288	0.896

Note(s): AVE = average variance extracted; BE = brand engagement; BT = brand trust; BUI = brand usage intention; CA = Cronbach’s alpha; COM = comments; CR = composite reliability; LI = likes; RR = reviews and ratings; SH = share; SMA = social media advertising; SMIM = social media interactive marketing; SMP = social media promotion; PB = perceived benevolence; PC = perceived credibility; PR = perceived reputation; VIF = variance inflation factor.

Cronbach’s alpha (α) coefficients were used to evaluate the reliability of the data for all constructs, and the results indicated that all values exceeded 0.7 (Nunnally, 1994). The diagonal elements, which have been italicized, represent the square root of AVE

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