After that, consumer wedding plus presented an optimistic effect on the caliber of consumer-brand name dating (?= 0

The newest compiled research have been processed and you may removed all of the miscoded, unfinished and you may doubtful-looking data records last but most certainly not least considered simply 430 questionnaire survey to possess today’s analysis. New obtained data revealed 294 men ( percent) and you can 136 ladies ( percent). The typical age of participants is 23.five years, with percent in the 18 to 20 age bracket; percent during the 21 in order to twenty five generation; per cent at twenty-six in order to 31 generation and you may invest 2-step three occasions every single day towards the Fb situations.

To check the build, the study applied a SEM means incorporating a few qualitative and you can quantitative studies. Very first, the study examined measurement model after which structural design. On the make authenticity of the items, i presented basis investigation. Exploratory grounds data is presented using varimax rotation, to reduce plethora of parameters into an inferior set of interpretable fundamental circumstances. Up coming the analysis reviewed aspect model by the an optimum-opportunities estimation process playing with AMOS type 18. To evaluate the fresh model complement, Chi- rectangular ( https://datingranking.net/tr/black-singles-inceleme/?2); normed fit index (NFI); comparative complement index (CFI); means mean square recurring (RMR); and means mean square error from approximation (RMSEA) was basically experienced inside data . This new analytical significance of parameter estimates try counted using t-values higher than 2.

What this means is your social networking users, that are involved having business SNS profiles, feel that it share very good relationship with the company

The players answered an entire 30 questionnaire questions. Exploratory basis research are used and that resulted in seven affairs explaining 88% of variance. Look for table 1. Two products in accordance with adding throughout the consumer engagement part are removed given that rates away from reaction is sub-standard. Then your measurement model complement sample are complete. While the RMSEA and you can RMR is actually more than .05 and you can .08, today’s dimension model couldn’t match. Together with modification complement index was utilized to help you associate new mistake terms of the fresh new hidden constructs to take this new model physical fitness. The fresh new confirmatory foundation investigation offered the fresh new exploratory foundation study. The new fit of your own aspect design is appropriate (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you will RMR= 0.027).

User involvement and you can consumer-brand relationship regarding the architectural model was basically specified once the latent parameters and you may factors per visual information particularly pointers, recreation and added bonus was basically regarded as observed details

Growing and you can take to theoretic activities the capability to confirm formative dimension keeps growing that is appropriate inside the numerous professions . Tresses ainsi que al. suggest that while you are starting CFA, convergent and discriminant validity which are thought to be subcategories or subtypes of construct authenticity, will likely be presented to determine make authenticity and you may reliability. However they highly recommend standards to possess invited off convergent and you may discriminant legitimacy. They are 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).