Hypotheses testing
| Hypotheses | Beta | T-value | p-values | Decision | |
|---|---|---|---|---|---|
| H1 | Social media marketing activities → Self-brand connection | 0.131 | 2.471 | 0.050 | Supported |
| H2 | Social media marketing activities → Brand equity | 0.782 | 31.40 | 0.000 | Supported |
| H3 | Social media marketing activities → Brand trust | 0.800 | 34.06 | 0.000 | Supported |
| H4 | Self-brand connection → Brand loyalty | 0.561 | 15.81 | 0.000 | Supported |
| H5 | Brand equity → Brand loyalty | 0.169 | 2.696 | 0.050 | Supported |
| H6 | Brand trust → Brand loyalty | 0.101 | 2.010 | 0.050 | Supported |
| Hypotheses | Beta | Decision | |||
|---|---|---|---|---|---|
| Social media marketing activities → Self-brand connection | 0.131 | 2.471 | 0.050 | Supported | |
| Social media marketing activities → Brand equity | 0.782 | 31.40 | 0.000 | Supported | |
| Social media marketing activities → Brand trust | 0.800 | 34.06 | 0.000 | Supported | |
| Self-brand connection → Brand loyalty | 0.561 | 15.81 | 0.000 | Supported | |
| Brand equity → Brand loyalty | 0.169 | 2.696 | 0.050 | Supported | |
| Brand trust → Brand loyalty | 0.101 | 2.010 | 0.050 | Supported | |
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