Measures and sources
| Construct | No of items | Source |
|---|---|---|
| Differentiation-oriented content | 3 | Lee and Hong (2016) |
| Social media engagement | 5 | Chahal and Rani (2017) |
| Purchase Intentions | 3 | Davidson et al. (2019) |
| Social media skills | 4 | Odoom and Mensah (2019) |
| Construct | No of items | Source |
|---|---|---|
| Differentiation-oriented content | 3 | |
| Social media engagement | 5 | |
| Purchase Intentions | 3 | |
| Social media skills | 4 |
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