Table 3.

Direct effects of the structural equation model

HypothesesPathsPath coefficientsp-valueHypotheses test
H1a1Likes → brand trust0.65*0.011Supported
H1a2Comments → brand trust0.75**0.001Supported
H1a3Shares → brand trust0.72**0.005Supported
H1a4Reviews and ratings → brand trust0.64**0.004Supported
H1b1Likes→ brand engagement0.69**0.004Supported
H1b2Comments → brand engagement0.70***0.001Supported
H1b3Shares → brand engagement0.66**0.002Supported
H1b4Reviews and ratings → brand engagement0.62**0.003Supported
H2a1SM advertising → brand trust0.47***0.001Supported
H2a2SM promotion → brand trust0.46**0.002Supported
H2a3SM interactive marketing → brand trust0.49*0.05Supported
H2b1SM advertising → brand engagement0.42**0.003Supported
H2b2SM promotion → brand engagement0.41**0.002Supported
H2b3SM interactive marketing → brand engagement0.42*0.05Supported
H3aBrand trust → brand engagement0.72**0.005Supported
H3bBrand trust → brand usage intention0.63***0.001Supported
H5Brand engagement → brand usage intention0.68**0.004Supported

Note(s): ***means p-value <0.001, **means p-value <0.01 and *means p-value <0.05

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