Table 1. Validity and reliability...

Table 1.

Validity and reliability

Constructs	Items		Loadings	Cronbach’salpha	rho_A	CR	AVE
Entertainment (Kim and Ko, 2012)	ENT1	The content found in brand X’s social media seems interesting	0.914	0.703	0.732	0.856	0.749
Entertainment (Kim and Ko, 2012)	ENT2	It is fun to collect information on products through brand X’s social media	0.814
Customization (Kim and Ko, 2012)	CUS1	It is possible to search for customized information on brand X’s social media	0.835	0.704	0.714	0.825	0.701
Customization (Kim and Ko, 2012)	CUS2	Brand X’s social media provides customized services	0.840
Interaction (Kim and Ko, 2012)	INT1	It is easy to convey my opinion through brand X’s social media	0.876	0.823	0.825	0.895	0.739
	INT2	It is easy to convey my opinions or conversations with other users through brand X’s social media	0.854
	INT3	It is possible to have two-way interaction through brand X’s social media	0.848
Word of mouth (Kim and Ko, 2012)	WOM1	I would like to pass information from brand X’s social media to my friends	0.946	0.871	0.876	0.939	0.885
Word of mouth (Kim and Ko, 2012)	WOM2	I would like to upload content from brand X’s social media on my own social media	0.935
Trendiness (Kim and Ko, 2012)	TRE1	Using brand X’s social media is very trendy	0.931	0.851	0.851	0.931	0.870
Trendiness (Kim and Ko, 2012)	TRE2	The content on brand X’s social media is the newest information	0.934
Brand equity (Ebrahim, 2020)	BE1	Even if another brand has the same offerings, I prefer brand X	0.896	0.908	0.916	0.942	0.844
	BE2	If there is another brand as good as this one, I prefer brand X	0.924
	BE3	If the services of another brand are not different from brand X in any way, it seems smarter to purchase brand X	0.937
Brand trust (Tran and Strutton, 2020)	TR1	Brand X social media advertising seems genuinely committed to my satisfaction	0.823	0.899	0.900	0.930	0.768
	TR2	Overall, I trust brand X’s social media advertising	0.920
	TR3	In terms of usability, I know what to expect from brand X’s social media advertising	0.896
	TR4	If brand X makes a claim about in their social media advertising, it is probably true	0.863
Self-brand connections (Thomas and Jewell, 2019)	SBC1	Brand X reflects who I am	0.865	0.913	0.915	0.932	0.697
	SBC2	I can identify with brand X	0.853
	SBC3	Liking brand X communicates who I am to other people	0.822
	SBC4	I think brand X is consistent with the type of person I want to be	0.797
	SBC5	I consider brand X to be reflective of “me.”	0.842
	SBC6	Brand X suits my personality well	0.829
Brand loyalty (Tran and Strutton, 2020)	LOY1	I prefer brand X’s products/services over other alternatives	0.914	0.867	0.880	0.918	0.790
	LOY2	I am loyal to brand X	0.916
	LOY3	Brand X is my first choice for the product/service category they offer	0.835

Constructs	Items		Loadings	Cronbach’salpha	rho_A	CR	AVE
Entertainment(Kim and Ko, 2012)	ENT1	The content found in brand X’s social media seems interesting	0.914	0.703	0.732	0.856	0.749
Entertainment(Kim and Ko, 2012)	ENT2	It is fun to collect information on products through brand X’s social media	0.814
Customization(Kim and Ko, 2012)	CUS1	It is possible to search for customized information on brand X’s social media	0.835	0.704	0.714	0.825	0.701
Customization(Kim and Ko, 2012)	CUS2	Brand X’s social media provides customized services	0.840
Interaction(Kim and Ko, 2012)	INT1	It is easy to convey my opinion through brand X’s social media	0.876	0.823	0.825	0.895	0.739
	INT2	It is easy to convey my opinions or conversations with other users through brand X’s social media	0.854
	INT3	It is possible to have two-way interaction through brand X’s social media	0.848
Word of mouth(Kim and Ko, 2012)	WOM1	I would like to pass information from brand X’s social media to my friends	0.946	0.871	0.876	0.939	0.885
Word of mouth(Kim and Ko, 2012)	WOM2	I would like to upload content from brand X’s social media on my own social media	0.935
Trendiness(Kim and Ko, 2012)	TRE1	Using brand X’s social media is very trendy	0.931	0.851	0.851	0.931	0.870
Trendiness(Kim and Ko, 2012)	TRE2	The content on brand X’s social media is the newest information	0.934
Brand equity(Ebrahim, 2020)	BE1	Even if another brand has the same offerings, I prefer brand X	0.896	0.908	0.916	0.942	0.844
	BE2	If there is another brand as good as this one, I prefer brand X	0.924
	BE3	If the services of another brand are not different from brand X in any way, it seems smarter to purchase brand X	0.937
Brand trust(Tran and Strutton, 2020)	TR1	Brand X social media advertising seems genuinely committed to my satisfaction	0.823	0.899	0.900	0.930	0.768
	TR2	Overall, I trust brand X’s social media advertising	0.920
	TR3	In terms of usability, I know what to expect from brand X’s social media advertising	0.896
	TR4	If brand X makes a claim about in their social media advertising, it is probably true	0.863
Self-brand connections (Thomas and Jewell, 2019)	SBC1	Brand X reflects who I am	0.865	0.913	0.915	0.932	0.697
	SBC2	I can identify with brand X	0.853
	SBC3	Liking brand X communicates who I am to other people	0.822
	SBC4	I think brand X is consistent with the type of person I want to be	0.797
	SBC5	I consider brand X to be reflective of “me.”	0.842
	SBC6	Brand X suits my personality well	0.829
Brand loyalty(Tran and Strutton, 2020)	LOY1	I prefer brand X’s products/services over other alternatives	0.914	0.867	0.880	0.918	0.790
	LOY2	I am loyal to brand X	0.916
	LOY3	Brand X is my first choice for the product/service category they offer	0.835

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