Figure 1
The conceptual path diagram is arranged from left to right with four rectangular predictor variables on the left, one central oval mediator, and one rounded rectangle outcome variable on the right. The left column contains four vertically stacked rectangles labeled “D S”, “E N T”, “I N F”, and “P S I”. In the center is an oval labeled “P C”. On the right is a rounded rectangle labeled “C E”. From “D S”, a long diagonal rightward arrow labeled “H 1” points directly to “C E”. Another diagonal rightward arrow labeled “H 5” points from “D S” to “P C”. From “E N T”, a horizontal rightward arrow labeled “H 2” points directly to “C E”. Another diagonal rightward arrow labeled “H 6” points from “E N T” to “P C”. From “I N F”, a diagonal rightward arrow labeled “H 3” points directly toward “C E”. Another diagonal upward rightward arrow labeled “H 7” points from “I N F” to “P C”. From “P S I”, a long diagonal upward rightward arrow labeled “H 4” points directly to “C E”. Another diagonal upward rightward arrow labeled “H 8” points from “P S I” to “P C”. From the oval “P C”, a short horizontal rightward arrow labeled “H 9” point toward the rounded rectangle “C E”.Proposed conceptual framework of fashion innovators influencing millennial CE behavior on FBP-based native ad context (FIIMCEB)