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
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Please sign in to your personal account to gift article access.
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Gift articles remaining: --
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Gift articles remaining: --
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses.
You have reached the limit of 10 links within a 30 day period.
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.