The newest collected investigation was in fact screened and you will removed the miscoded, incomplete and you will doubtful-looking research records ultimately felt simply 430 survey survey for the current studies. The brand new gathered analysis found 294 boys ( percent) and you may 136 lady ( percent). The common age of participants are 23.five years, which have per cent at 18 to help you 20 generation; percent from the 21 so you’re able to twenty-five generation; percent in the twenty six to help you 30 age group and you may invest 2-step three days every single day on Facebook items.
To evaluate all of our framework, the analysis used a great SEM approach including several qualitative and you will decimal study. First, the study analyzed measurement model right after which structural design. On the build legitimacy of the items, i conducted basis data. Exploratory basis studies was conducted having fun with varimax rotation, to reduce multitude of details toward a smaller group of interpretable root https://datingranking.net/tr/bristlr-inceleme/ points. Upcoming the research analyzed dimension model by a maximum-possibilities quote process using AMOS variation 18. To assess brand new model match, Chi- square (?2); normed complement directory (NFI); comparative fit list (CFI); resources mean-square recurring (RMR); and means mean square error out of approximation (RMSEA) had been noticed inside study . The latest statistical requirement for factor prices is mentioned playing with t-thinking more than dos.
This implies the social media users, who will be interested with corporate SNS users, think that it share very good connection with the company
The participants replied a complete 29 survey inquiries. Exploratory grounds studies try used hence led to eight products detailing 88% of your difference. Pick desk step one. A couple of points in accordance with adding in the consumer engagement area try removed given that speed away from effect is actually very poor. Then the measurement design match decide to try try over. While the RMSEA and you may RMR try more .05 and .08, the present measurement model could not complement. Additionally the modification fit list was utilized to help you correlate this new error terms of the brand new hidden constructs to bring brand new model physical fitness. The fresh confirmatory factor research supported the fresh exploratory factor research. The fresh match of your dimensions design try acceptable (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and RMR= 0.027).
User engagement and you can consumer-brand relationships from the architectural model were given because latent details and you may situations per visual articles such as for instance pointers, entertainment and you may added bonus was indeed regarded as noticed variables
To develop and sample theoretical activities the ability to verify formative aspect is growing and that is applicable from inside the multiple disciplines . Tresses ainsi que al. advise that while you are creating CFA, convergent and you may discriminant authenticity which are thought to be subcategories or subtypes out of create validity, would be presented to determine create authenticity and you will reliability. Nonetheless they suggest standards to possess greeting regarding convergent and you may discriminant authenticity. 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).