Next, individual involvement together with showed an optimistic affect the standard of consumer-brand relationship (?= 0

Next, individual involvement together with showed an optimistic affect the standard of consumer-brand relationship (?= 0

The fresh amassed investigation was in fact processed and eliminated all of the miscoded, incomplete and you may suspicious-looking studies entries and finally experienced merely 430 survey questionnaire getting the present data. The fresh new accumulated data found 294 males ( percent) and you will 136 girls ( percent). The average chronilogical age of participants try 23.5 years, that have % within 18 so you’re able to 20 age group; % on 21 so you’re able to twenty-five age group; percent at the twenty six to help you 31 generation and purchase dos-step 3 occasions each day to your Twitter circumstances.

To test the structure, the analysis applied a SEM method including several qualitative and quantitative study. Earliest, the study analyzed dimension model right after which architectural design. Towards the create validity of the things that, we held foundation analysis. Exploratory foundation studies are conducted using varimax rotation, to minimize multitude of details toward a smaller selection of interpretable hidden issues. Then the research reviewed aspect model because of the an optimum-opportunities estimate processes having fun with AMOS adaptation 18. To assess brand new design fit, Chi- square (?2); normed complement directory (NFI); comparative complement index (CFI); sources mean square recurring (RMR); and you may options mean square error from approximation (RMSEA) were considered contained in this studies . The fresh new statistical dependence on parameter estimates are measured playing with t-values higher than dos.

This implies your social networking profiles, that engaged that have business SNS pages, believe it show pretty good relationship with the firm

The participants responded a total 31 survey issues. Exploratory foundation study try presented hence lead to 7 items describing 88% of your own variance. Discover table step 1. One or two facts according to contributing in the individual engagement section try removed once the rate out of effect was very poor. Then the aspect model fit try is actually complete. Because RMSEA and you will RMR try more .05 and you may .08, the present dimensions model couldn’t match. Together with amendment fit list was applied in order to associate the fresh new error regards to the newest hidden constructs to take the latest design physical fitness. New confirmatory foundation studies served the fresh exploratory factor study. The complement of your own dimensions model is actually acceptable (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and RMR= 0.027).

User wedding and user-brand name relationships regarding the architectural design was specified just like the latent parameters and products relating to graphic content material for example guidance, enjoyment and you can extra was indeed regarded as seen details

To grow and you can shot theoretical activities the capacity to confirm formative measurement is growing and is appropriate from inside the multiple specialities . Hair mais aussi al. recommend that when you are starting CFA, convergent and you may discriminant validity that are thought to be subcategories otherwise subtypes out of make authenticity, are going to be presented to establish construct legitimacy and you can reliability. Nonetheless they recommend standards to have anticipate away from convergent and you can discriminant legitimacy. He or she is the following:

For hypotheses testing Structural Equation Modeling (SEM) was applied using a two-step latent variable modeling approach. Apart from the chi-square statistic (?2=, p<0.001), all fit indices indicated a good fit with the data (NFI=0.95, CFI=0.96, RMSEA=0.053, RMR=0.49). The proposed model developed displays the results of the structural model analysis, including significant standardized path coefficients. All structural paths demonstrated significant results (See Figure 1).

The result revealed that visual contents like information, entertainment and incentive were found to have positive influence on the consumer engagement with corporate SNS page. Information showed positive impact on consumer engagement (?= 0.27, p<0.05), supporting H1. This implies that visuals with more information play a vital role in engaging social media users as they intend to seek more details about the company or brand. Similarly, visuals with entertainment content also showed positive significant influence on the consumer engagement (?= 0.38, p<0.05), supporting H2. This implies that social media users tend to like those posts which give them pleasure or fun. Visuals with incentive contents also positively influences consumer engagement (?= 0.12, p<0.05) as the social media users often seek offers on the products, coupons, and discounts on corporate SNS pages. Thus the present study accepts H3. 20, p<0.05) supporting H4. Moreover, both consuming (?= 0.84, p<0.05) and contributing (?= 0.81, p<0.05) were found be strong indicators of the consumer engagement. This implies that the social media user's consuming and contributing activities on corporate SNS pages play an essential role in building strong relationship with the organization/brand in terms of trust, satisfaction and commitment. Further, the proposed conceptual model explained a substantial amount of variance for consumers engagement (R2=.84) and for consumer-brand relationship (R2=.71).

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