Figure 2.
Generated Content contains Likes, Comments, Shares, and Reviews and Ratings. Below this, the grouped section labelled Firm Generated Content contains Social Media Advertising, Social Media Promotion, and Social Media Interactive Marketing. Arrows connect these variables to Brand Trust and Brand Engagement at the centre-right. The paths from Likes, Comments, Shares, and Reviews and Ratings to Brand Trust are labelled 0.65, 0.75, 0.72, and 0.64, respectively. The paths from the same variables to Brand Engagement are labelled 0.69, 0.70, 0.66, and 0.62, respectively. The paths from Social Media Advertising, Social Media Promotion, and Social Media Interactive Marketing to Brand Trust are labelled 0.47, 0.46, and 0.49, respectively. The paths from these variables to Brand Engagement are labelled 0.42, 0.41, and 0.42, respectively. The Brand Trust box displays an R-squared value of 0.393 and connects downward to Brand Engagement with a coefficient of 0.72. The Brand Engagement box displays an R-squared value of 0.321. Brand Trust connects horizontally to Brand Usage Intention with a coefficient of 0.63, while Brand Engagement connects to Brand Usage Intention with a coefficient of 0.68. The Brand Usage Intention box displays an R-squared value of 0.273. Above Brand Trust, a dashed grouping contains Perceived Benevolence, Perceived Credibility, and Perceived Reputation, with directional arrows linking these constructs to Brand Trust.Validated model