After that, consumer engagement also demonstrated a positive affect the quality of consumer-brand dating (?= 0
The brand new accumulated data was indeed processed and eliminated all the miscoded, incomplete and you will doubtful-lookin research entries ultimately believed just 430 survey survey having today’s analysis. New collected study shown 294 men ( percent) and you can 136 girls ( percent). The average chronilogical age of participants is 23.five years, which have percent during the 18 so you’re able to 20 age group; % within 21 to help you twenty five generation; percent at 26 so you’re able to 30 generation and you can invest dos-step three instances each day into the Twitter factors.
To evaluate our very own framework, the research applied a good SEM means incorporating a few qualitative and quantitative investigation. First, the research reviewed dimension model and architectural design. Toward create legitimacy of the things that, we conducted foundation study. Exploratory grounds data was held having fun with varimax rotation, to reduce large number of variables to your a smaller selection of interpretable hidden facts. Upcoming the research analyzed measurement design of the a max-probability estimation process using AMOS adaptation 18. To assess this new model complement, Chi- rectangular (?2); normed complement index (NFI); relative fit index (CFI); means mean-square residual (RMR); and you may options mean-square error off approximation (RMSEA) had been believed in this research . The new analytical significance of parameter quotes is measured using t-beliefs higher than dos.
What this means is that the social network users, who will be interested which have business SNS profiles, feel that it express pretty good experience of the firm
The players answered an entire 31 questionnaire concerns. Exploratory foundation investigation are held hence led to 7 things explaining 88% of your own variance. Find dining table step one. A couple of circumstances according to adding throughout the individual wedding section was eliminated as the speed away from response was very poor. Then the aspect design complement test was done. Since RMSEA and you may RMR try more than .05 and .08, today’s aspect model cannot fit. As well as the amendment fit directory was applied so you’re able to correlate this new error terms of the new latent constructs to bring brand new model fitness. The fresh new confirmatory foundation data offered the brand new exploratory basis analysis. This new fit of aspect model was acceptable (?2=, NFI= 0.952, https://datingranking.net/tr/chatiw-inceleme/ CFI=0.969, RMSEA=0.047, and you may RMR= 0.027).
Consumer engagement and you will user-brand relationships about structural model were specified as the hidden parameters and you will situations in accordance with graphic contents including advice, enjoyment and you will bonus had been thought to be observed parameters
Growing and you may attempt theoretic patterns the capability to validate formative measurement keeps growing in fact it is applicable for the several disciplines . Locks et al. recommend that if you are starting CFA, convergent and you may discriminant legitimacy that are thought to be subcategories otherwise subtypes from make authenticity, will be conducted to establish construct authenticity and reliability. Nonetheless they strongly recommend conditions to possess welcome out-of convergent and you will discriminant authenticity. He is below:
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).