Table 3. Hypothesis testing – direct and...

Table 3.

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
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

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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