Results of the measurement model evaluation
| Construct | CR | AVE | CMIN/DF | CFI | RMSEA |
|---|---|---|---|---|---|
| Content Management | 0.916 | 0.733 | 1.686 | 0.977 | 0.05 |
| Brand Performance | 0.907 | 0.710 | |||
| Social Media Marketing | 0.816 | 0.527 | |||
| Accepted threshold | >0.70 | >0.50 | <3 | >0.90 | <0.08 |
| DECISION “Sample size = 208” | Acceptable fit | Acceptable fit | Acceptable fit | Acceptable fit | Acceptable fit |
| Construct | CR | AVE | CMIN/DF | CFI | RMSEA |
|---|---|---|---|---|---|
| Content Management | 0.916 | 0.733 | 1.686 | 0.977 | 0.05 |
| Brand Performance | 0.907 | 0.710 | |||
| Social Media Marketing | 0.816 | 0.527 | |||
| Accepted threshold | >0.70 | >0.50 | <3 | >0.90 | <0.08 |
| Acceptable fit | Acceptable fit | Acceptable fit | Acceptable fit | Acceptable fit |
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