Table 4. Indirect effects of the...

Table 4.

Indirect effects of the structural equation model

Hypotheses	Paths	Path coefficients	p-value	Hypotheses test
H4a1a	Likes → brand trust → brand usage intention	0.41**	0.01	Supported
H4a2a	Comments → brand trust → brand usage intention	0.47*	0.02	Supported
H4a3a	Shares → brand trust → brand usage intention	0.45**	0.01	Supported
H4a4a	Reviews and ratings → brand trust → brand usage intention	0.40*	0.045	Supported
H4b1a	SM advertising → brand trust → brand usage intention	0.30**	0.01	Supported
H4b2a	SM promotion → brand trust → brand usage intention	0.29*	0.021	Supported
H4b3a	SM interactive marketing → brand trust → brand usage intention	0.31	0.071	Not supported
H4a1	Likes → brand trust → brand engagement → brand usage intention	0.31**	0.01	Supported
H4a2	Comments → brand trust → brand engagement → brand usage intention	0.37*	0.02	Supported
H4a3	Shares → brand trust → brand engagement → brand usage intention	0.35**	0.01	Supported
H4a4	Reviews and ratings → brand trust → brand engagement → brand usage intention	0.31*	0.045	Supported
H4b1	SM advertising → brand trust → brand engagement → brand usage intention	0.23	0.65	Not supported
H4b2	SM promotion → brand trust → brand engagement → brand usage intention	0.23*	0.021	Supported
H4b3	SM interactive marketing → brand trust → brand engagement → brand usage intention	0.24*	0.042	Supported
H6a1	Likes → brand engagement → brand usage intention	0.47*	0.023	Supported
H6a2	Comments → brand engagement → brand usage intention	0.48*	0.021	Supported
H6a3	Shares → brand engagement → brand usage intention	0.45**	0.01	Supported
H6a4	Reviews and ratings → brand engagement → brand usage intention	0.42*	0.02	Supported
H6b1	SM advertising → brand engagement → brand usage intention	0.29**	0.01	Supported
H6b2	SM promotion → brand engagement → brand usage intention	0.28	0.065	Not supported
H6b3	SM interactive marketing → brand engagement → brand usage intention	0.29*	0.039	Supported

Hypotheses	Paths	Path coefficients	p-value	Hypotheses test
H4a1a	Likes → brand trust → brand usage intention	0.41**	0.01	Supported
H4a2a	Comments → brand trust → brand usage intention	0.47*	0.02	Supported
H4a3a	Shares → brand trust → brand usage intention	0.45**	0.01	Supported
H4a4a	Reviews and ratings → brand trust → brand usage intention	0.40*	0.045	Supported
H4b1a	SM advertising → brand trust → brand usage intention	0.30**	0.01	Supported
H4b2a	SM promotion → brand trust → brand usage intention	0.29*	0.021	Supported
H4b3a	SM interactive marketing → brand trust → brand usage intention	0.31	0.071	Not supported
H4a1	Likes → brand trust → brand engagement → brand usage intention	0.31**	0.01	Supported
H4a2	Comments → brand trust → brand engagement → brand usage intention	0.37*	0.02	Supported
H4a3	Shares → brand trust → brand engagement → brand usage intention	0.35**	0.01	Supported
H4a4	Reviews and ratings → brand trust → brand engagement → brand usage intention	0.31*	0.045	Supported
H4b1	SM advertising → brand trust → brand engagement → brand usage intention	0.23	0.65	Not supported
H4b2	SM promotion → brand trust → brand engagement → brand usage intention	0.23*	0.021	Supported
H4b3	SM interactive marketing → brand trust → brand engagement → brand usage intention	0.24*	0.042	Supported
H6a1	Likes → brand engagement → brand usage intention	0.47*	0.023	Supported
H6a2	Comments → brand engagement → brand usage intention	0.48*	0.021	Supported
H6a3	Shares → brand engagement → brand usage intention	0.45**	0.01	Supported
H6a4	Reviews and ratings → brand engagement → brand usage intention	0.42*	0.02	Supported
H6b1	SM advertising → brand engagement → brand usage intention	0.29**	0.01	Supported
H6b2	SM promotion → brand engagement → brand usage intention	0.28	0.065	Not supported
H6b3	SM interactive marketing → brand engagement → brand usage intention	0.29*	0.039	Supported

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

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