Mediation effects
| Hypothesis | Effects | Coefficient | SE | t | p | Type of mediation | |
|---|---|---|---|---|---|---|---|
| H1 | VC → CE | 0.0632 | 0.0401 | 1.5732 | 0.1161 | Null | |
| H2 | VC → SA → CE | 0.0938 | Partial | ||||
| H3 | VC → SIC → CE | 0.0332 | Partial | ||||
| H4 | VC → SA → SIC → CE | 0.0803 | Sequential | ||||
| Total indirect effect | 0.2073 | ||||||
| Hypothesis | Effects | Coefficient | Type of mediation | ||||
|---|---|---|---|---|---|---|---|
| VC → CE | 0.0632 | 0.0401 | 1.5732 | 0.1161 | |||
| VC → SA → CE | 0.0938 | ||||||
| VC → SIC → CE | 0.0332 | ||||||
| VC → SA → SIC → CE | 0.0803 | ||||||
| Total indirect effect | 0.2073 | ||||||
Notes:
VC = Visual content; SA = source appearance; SIC = self-influencer congruence; CE = customer engagement
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