Table 3 PLS multigroup analysis...

Table 3

PLS multigroup analysis

Determinants		Paths	Group 1 (n = 126)	Group 2 (n = 156)	Sig. diff.
Branded content overload	→	Social media fatigue	0.406	0.278	n.s.
Advertising intrusiveness	→	Social media fatigue	0.129	0.155	n.s.
Branded content irrelevance	→	Social media fatigue	0.139	0.211	n.s.
Social media fatigue	→	Lurking behavior	0.588	0.351	0.016*

Determinants		Paths	Group 1 (n = 126)	Group 2 (n = 156)	Sig. diff.
Branded content overload	→	Social media fatigue	0.406	0.278	n.s.
Advertising intrusiveness	→	Social media fatigue	0.129	0.155	n.s.
Branded content irrelevance	→	Social media fatigue	0.139	0.211	n.s.
Social media fatigue	→	Lurking behavior	0.588	0.351	0.016*

Notes:

(i) The column “Sig. Diff” shows whether the correspondent path coefficients significantly differ between groups (* p < 0.05); (ii) n.s. = non-significant path (p > 0.05)

Source: Authors’ own work

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