Convergent validity and reliability
| Construct | Loading | Alpha | CR | AVE | Convergent validity |
|---|---|---|---|---|---|
| Social media marketing activities | |||||
| Social media marketing activities 2 | 0.667 | 0.926 | 0.936 | 0.51 | Yes |
| Social media marketing activities 3 | 0.689 | ||||
| Social media marketing activities 4 | 0.684 | ||||
| Social media marketing activities 6 | 0.61 | ||||
| Social media marketing activities 9 | 0.703 | ||||
| Social media marketing activities 10 | 0.727 | ||||
| Social media marketing activities 11 | 0.699 | ||||
| Social media marketing activities 12 | 0.632 | ||||
| Social media marketing activities 13 | 0.621 | ||||
| Social media marketing activities 14 | 0.738 | ||||
| Social media marketing activities 15 | 0.709 | ||||
| Social media marketing activities 16 | 0.806 | ||||
| Social media marketing activities 17 | 0.755 | ||||
| Social media marketing activities 18 | 0.73 | ||||
| Social media marketing activities 19 | 0.766 | ||||
| Brand loyalty | |||||
| Brand loyalty 1 | 0.828 | 0.887 | 0.918 | 0.691 | Yes |
| Brand loyalty 2 | 0.836 | ||||
| Brand loyalty 3 | 0.889 | ||||
| Brand loyalty 4 | 0.732 | ||||
| Brand loyalty 5 | 0.864 | ||||
| Brand awareness | |||||
| Brand awareness 1 | 0.876 | 0.876 | 0.915 | 0.73 | Yes |
| Brand awareness 2 | 0.879 | ||||
| Brand awareness 3 | 0.831 | ||||
| Brand awareness 4 | 0.83 | ||||
| Customer satisfaction | |||||
| Customer satisfaction 1 | 0.777 | 0.9 | 0.926 | 0.715 | Yes |
| Customer satisfaction 2 | 0.854 | ||||
| Customer satisfaction 3 | 0.871 | ||||
| Customer satisfaction 4 | 0.878 | ||||
| Customer satisfaction 5 | 0.841 | ||||
| Construct | Loading | Alpha | CR | AVE | Convergent validity |
|---|---|---|---|---|---|
| Social media marketing activities 2 | 0.667 | 0.926 | 0.936 | 0.51 | Yes |
| Social media marketing activities 3 | 0.689 | ||||
| Social media marketing activities 4 | 0.684 | ||||
| Social media marketing activities 6 | 0.61 | ||||
| Social media marketing activities 9 | 0.703 | ||||
| Social media marketing activities 10 | 0.727 | ||||
| Social media marketing activities 11 | 0.699 | ||||
| Social media marketing activities 12 | 0.632 | ||||
| Social media marketing activities 13 | 0.621 | ||||
| Social media marketing activities 14 | 0.738 | ||||
| Social media marketing activities 15 | 0.709 | ||||
| Social media marketing activities 16 | 0.806 | ||||
| Social media marketing activities 17 | 0.755 | ||||
| Social media marketing activities 18 | 0.73 | ||||
| Social media marketing activities 19 | 0.766 | ||||
| Brand loyalty 1 | 0.828 | 0.887 | 0.918 | 0.691 | Yes |
| Brand loyalty 2 | 0.836 | ||||
| Brand loyalty 3 | 0.889 | ||||
| Brand loyalty 4 | 0.732 | ||||
| Brand loyalty 5 | 0.864 | ||||
| Brand awareness 1 | 0.876 | 0.876 | 0.915 | 0.73 | Yes |
| Brand awareness 2 | 0.879 | ||||
| Brand awareness 3 | 0.831 | ||||
| Brand awareness 4 | 0.83 | ||||
| Customer satisfaction 1 | 0.777 | 0.9 | 0.926 | 0.715 | Yes |
| Customer satisfaction 2 | 0.854 | ||||
| Customer satisfaction 3 | 0.871 | ||||
| Customer satisfaction 4 | 0.878 | ||||
| Customer satisfaction 5 | 0.841 | ||||
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