Figure 1
The path model shows six rectangular boxes connected by solid and dashed arrows. At the bottom left, a box is labeled “Type of posts (candid versus curated)”. A solid arrow points diagonally upward to a box labeled “Ad recognition”, marked with “H2” and a negative symbol. From “Ad recognition”, a solid horizontal arrow points to a box labeled “Ad irritation”, marked with a plus symbol. A box labeled “Product involvement” is positioned at the top center and points down to this horizontal line, marked with “H 3”. From “Ad irritation”, a solid horizontal arrow points to a box labeled “Brand attitude (after-before)”, marked with a negative symbol. A solid arrow from “Product involvement” also points to this second horizontal line, marked with “H 4”. From “Brand attitude (after-before)”, a solid diagonal arrow points down to a box at the bottom right labeled “Purchase intention”, marked with a plus symbol. Several dashed lines originate from “Type of posts (candid versus curated)” at the bottom left. One dashed line points to “Ad irritation”, one to “Brand attitude (after-before)”, and one horizontal dashed line points directly to “Purchase intention”. From “Ad recognition” and “Ad irritation”, two dashed arrows point to the bottom right rectangular box “Purchase intention”. A text at the bottom reads “H 5”: “Type of posts” rightward arrow “ad recognition” rightward arrow “ad irritation” rightward arrow “brand attitude” rightward arrow “purchase intention”.Conceptual model of Study 2. Source: Authors' own work