Moderated mediation effects of argument quality on influencer’s type, via credibility
| Effect on: IV | Credibility | eWOM | Index of moderated mediation on eWOM |
|---|---|---|---|
| Influencer’s type (micro = 0; meso = 1) | −1.4 (0.28) | −0.28 (0.36) | 0.61 (0.29); CI = 0.04; 1.18 |
| Argument quality (weak = 0; strong = 1) | 0.26 (0.28) | 0.35 (0.33) | |
| Influencer’type*Argument quality | 0.79 (0.4)* | 0.15 (0.48) | |
| Credibility | – | 0.76 (0.11)** |
| Effect on: | Credibility | eWOM | Index of moderated mediation on eWOM |
|---|---|---|---|
| −1.4 (0.28) | −0.28 (0.36) | 0.61 (0.29); | |
| 0.26 (0.28) | 0.35 (0.33) | ||
| 0.79 (0.4) | 0.15 (0.48) | ||
| – | 0.76 (0.11) |
Notes: Unstandardized b-coefficients (SE); CI = 95% bootstrap confidence interval;
* indicates a p < 0.05;
** indicates a p < 0.001
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