Table 4 Construct reliability and... | Emerald Publishing

Table 4

Construct reliability and convergent validity

Construct	Indicator	Standard loadings	AVE	CR	Cronbach’s α
Social media marketing activities (SMMA)	Interaction	0.72	0.50	0.84	0.90
	Entertainment	0.67
	Customization	0.74
	Trendiness	0.68
	Word-of-Mouth	0.74
Commitment	RCI1	0.76	0.54	0.78	0.78
	RCI2	0.75
	RCI3	0.70
Satisfaction	RSI1	0.87	0.65	0.85	0.84
	RSI2	0.91
	RSI3	0.62
Trust	RTI1	0.69	0.65	0.85	0.85
	RTI2	0.87
	RTI3	0.86
Customer loyalty	CLI1	0.85	0.68	0.87	0.87
	CLI2	0.81
	CLI3	0.82

Construct	Indicator	Standard loadings	AVE	CR	Cronbach’s α
Social media marketing activities (SMMA)	Interaction	0.72	0.50	0.84	0.90
	Entertainment	0.67
	Customization	0.74
	Trendiness	0.68
	Word-of-Mouth	0.74
Commitment	RCI1	0.76	0.54	0.78	0.78
	RCI2	0.75
	RCI3	0.70
Satisfaction	RSI1	0.87	0.65	0.85	0.84
	RSI2	0.91
	RSI3	0.62
Trust	RTI1	0.69	0.65	0.85	0.85
	RTI2	0.87
	RTI3	0.86
Customer loyalty	CLI1	0.85	0.68	0.87	0.87
	CLI2	0.81
	CLI3	0.82

Source(s): Table by authors