Figure 2
The model contains Advertising appeal, JOMO versus non-JOMO, on the left, Self-brand congruity above the centre and Purchase intention on the right. Advertising appeal connects to Self-brand congruity with a coefficient of 0.71 and 3 asterisks. Self-brand congruity connects to Purchase intention with a coefficient of 0.63 and 3 asterisks. Advertising appeal also connects directly to Purchase intention. The direct path is labelled 0.80 and 3 asterisks, with 0.36 and 3 asterisks given above it in brackets.Mediation analysis (Study 1)
Note(s): The path diagram reports unstandardized B coefficients. The direct effect of advertising appeal on purchase intention is shown in two forms: the coefficient without parentheses indicates the effect before the indirect path is included and the coefficient in parentheses indicates the effect after the indirect path is included. A triple asterisk (*** = p < 0.001) denotes statistical significance at the 0.1% level. JOMO = Joy of missing out
Source(s): Authors’ own work