Hypothesis testing – direct and indirect effects
| Hypothesis | Path coefficient | Effect size | Decision |
|---|---|---|---|
| Direct effects | |||
| H1. SM → SD | 0.609*** | 0.370 | Supported |
| H2. SM → ST | 0.079* | 0.039 | Supported |
| H3. SD → PS | 0.781*** | 0.610 | Supported |
| H5. PS → ST | 0.603*** | 0.397 | Supported |
| H6. ST → BC | 0.539*** | 0.291 | Supported |
| H7. BC → BL | 0.637*** | 0.406 | Supported |
| Indirect effects | |||
| H4. SM → SD → PS | 0.475*** | 0.328 | Supported |
| Hypothesis | Path coefficient | Effect size | Decision |
|---|---|---|---|
| 0.609 | 0.370 | Supported | |
| 0.079 | 0.039 | Supported | |
| 0.781 | 0.610 | Supported | |
| 0.603 | 0.397 | Supported | |
| 0.539 | 0.291 | Supported | |
| 0.637 | 0.406 | Supported | |
| 0.475 | 0.328 | Supported |
Notes:
SM = social media interactions; SD = self-disclosure; ST = source trustworthiness; BC = brand credibility; BL = brand loyalty; PS = parasocial relationships. *p < 0.05; **p <0.01; ***p < 0.001
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