Direct effect b/w constructs
| H | Path | Path coefficient | T values | p-values | Decision |
|---|---|---|---|---|---|
| H1 | Customer satisfaction ← Social media marketing activities | 0.676 | 13.586 | 0.000 | Supported |
| H2 | Brand loyalty ← Social media marketing activities | 0.266 | 3.95 | 0.000 | Supported |
| H3 | Brand awareness ← Social media marketing activities | 0.303 | 3.927 | 0.000 | Supported |
| H4 | Brand awareness ← Customer satisfaction | 0.538 | 8.157 | 0.000 | Supported |
| H5 | Brand loyalty ← Customer satisfaction | 0.437 | 6.013 | 0.000 | Supported |
| H | Path | Path coefficient | Decision | ||
|---|---|---|---|---|---|
| Customer satisfaction ← Social media marketing activities | 0.676 | 13.586 | 0.000 | Supported | |
| Brand loyalty ← Social media marketing activities | 0.266 | 3.95 | 0.000 | Supported | |
| Brand awareness ← Social media marketing activities | 0.303 | 3.927 | 0.000 | Supported | |
| Brand awareness ← Customer satisfaction | 0.538 | 8.157 | 0.000 | Supported | |
| Brand loyalty ← Customer satisfaction | 0.437 | 6.013 | 0.000 | Supported |
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