Summaries of statistical steps for mediation analysis by considering variable effects in the relationships
| Steps | Dependent variables | Independent variables | Coefficient | Coefficient value |
|---|---|---|---|---|
| First Step | University Brand Performance | Social Media Marketing | Total Effect (H4) | 0.308 |
| Second Step | University Brand Performance | Content Management | Indirect Effect (b) | 0.406 * 0.169 = 0.068 |
| Third Step | University Brand Performance | Social Media Marketing and Content Management | Indirect Effect (α) | 0.169 |
| Direct Effect (H1) | 0.237 |
| Steps | Dependent variables | Independent variables | Coefficient | Coefficient value |
|---|---|---|---|---|
| First Step | University Brand Performance | Social Media Marketing | Total Effect ( | 0.308 |
| Second Step | University Brand Performance | Content Management | Indirect Effect (b) | 0.406 * 0.169 = 0.068 |
| Third Step | University Brand Performance | Social Media Marketing and Content Management | Indirect Effect (α) | 0.169 |
| Direct Effect ( | 0.237 |
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