Discriminant validity measures
| Construct | Mean | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|---|
| 1. Consumers’ CSR engagement on social media | 3.03 | 0.570 | 0.117; 0.433 | 0.624; 0.808 | 0.446; 0.694 | 0.40; 0.676 |
| 2. CSR associations | 4.59 | 0.076 | 0.853 | 0.316; 0552 | 0.134; 0.438 | 0.152; 0.452 |
| 3. Motivation based on the need for self-enhancement | 2.81 | 0.513 | 0.191 | 0.678 | 0.678; 0.838 | 0.487; 0.727 |
| 4. Motivation based on the need for identity signaling | 3.22 | 0.325 | 0.082 | 0.572 | 0.781 | 0.546; 0.762 |
| 5. Motivation based on the need for social bonding | 3.15 | 0.289 | 0.096 | 0.379 | 0.445 | 0.666 |
| Construct | Mean | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|---|
| 1. Consumers’ CSR engagement on social media | 3.03 | 0.117; 0.433 | 0.624; 0.808 | 0.446; 0.694 | 0.40; 0.676 | |
| 2. CSR associations | 4.59 | 0.076 | 0.316; 0552 | 0.134; 0.438 | 0.152; 0.452 | |
| 3. Motivation based on the need for self-enhancement | 2.81 | 0.513 | 0.191 | 0.678; 0.838 | 0.487; 0.727 | |
| 4. Motivation based on the need for identity signaling | 3.22 | 0.325 | 0.082 | 0.572 | 0.546; 0.762 | |
| 5. Motivation based on the need for social bonding | 3.15 | 0.289 | 0.096 | 0.379 | 0.445 |
Notes:
AVE along the diagonal. Squared correlation coefficients below the diagonal. Confidence intervals above the diagonal
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