Indirect effect b/w constructs
| H | Path | Path coefficient | T-values | p-values | Decision |
|---|---|---|---|---|---|
| H6 | Brand loyalty ← Customer satisfaction ← Social media marketing activities | 0.364 | 7.555 | 0.000 | Partial mediation |
| H7 | Brand awareness ← Customer satisfaction ← Social media marketing activities | 0.295 | 5.142 | 0.000 | Partial mediation |
| H | Path | Path coefficient | Decision | ||
|---|---|---|---|---|---|
| Brand loyalty ← Customer satisfaction ← Social media marketing activities | 0.364 | 7.555 | 0.000 | Partial mediation | |
| Brand awareness ← Customer satisfaction ← Social media marketing activities | 0.295 | 5.142 | 0.000 | Partial mediation |
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