Indirect effects
| Path | Coefficient | Standard error | ||||
|---|---|---|---|---|---|---|
| Communication consistency | → | Attitudes toward marketing communications | → | Employees’ perception about customer engagement behavior | 0.068*** | 0.033 |
| Communication consistency | → | Synergy realization | → | Employees’ perception about customer engagement behavior | 0.030 (ns) | 0.021 |
| Channel coordination | → | Synergy realization | → | Employees’ perception about customer engagement behavior | 0.104*** | 0.033 |
| Path | Coefficient | Standard error | ||||
|---|---|---|---|---|---|---|
| Communication consistency | → | Attitudes toward marketing communications | → | Employees’ perception about customer engagement behavior | 0.068*** | 0.033 |
| Communication consistency | → | Synergy realization | → | Employees’ perception about customer engagement behavior | 0.030 (ns) | 0.021 |
| Channel coordination | → | Synergy realization | → | Employees’ perception about customer engagement behavior | 0.104*** | 0.033 |
Note:
***p < 0.01
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