Figure 1
The diagram presents a moderated mediation model with four rectangular boxes connected by directional arrows. At the lower left, a box labelled Tone of voice is connected by a solid arrow to a central box labelled Hedonic value. From Hedonic value, a solid arrow points to a box on the right labelled Sharing behaviour. A dashed horizontal arrow runs directly from Tone of voice to Sharing behaviour. Above the connection between Tone of voice and Hedonic value, a box labelled Type of cultural heritage dimension is linked by a solid arrow to the arrow connecting Tone of voice and Hedonic value.Proposed conceptual model of moderated mediation