Results of SEM analysis
| Path | Coefficient | Standard error | |||
|---|---|---|---|---|---|
| Communication consistency | → | Employees’ attitudes toward marketing communications | 0.538*** | 0.072 | H1 (supported) |
| Communication consistency | → | Synergy realization | 0.130* | 0.079 | H2 (not fully supported) |
| Channel coordination | → | Synergy realization | 0.647*** | 0.063 | H3 (supported) |
| Attitudes toward marketing communications | → | Employees’ perception about customer engagement behavior | 0.164*** | 0.066 | H4 (supported) |
| Synergy realization | → | Employees’ perception about customer engagement behavior | 0.302*** | 0.074 | H5 (supported) |
| Path | Coefficient | Standard error | |||
|---|---|---|---|---|---|
| Communication consistency | → | Employees’ attitudes toward marketing communications | 0.538 | 0.072 | |
| Communication consistency | → | Synergy realization | 0.130 | 0.079 | |
| Channel coordination | → | Synergy realization | 0.647 | 0.063 | |
| Attitudes toward marketing communications | → | Employees’ perception about customer engagement behavior | 0.164 | 0.066 | |
| Synergy realization | → | Employees’ perception about customer engagement behavior | 0.302 | 0.074 | |
Notes:
***p < 0.01; *p ≤ 0.10
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