The fresh obtained studies was processed and got rid of all of the miscoded, incomplete and you can suspicious-searching studies entries ultimately thought merely 430 questionnaire questionnaire to possess the current research. The built-up data found 294 men ( percent) and you may 136 lady ( percent). The typical ages of respondents is actually 23.five years, having per cent on 18 so you can 20 generation; % from the 21 so you’re able to 25 age bracket; % within 26 in order to 30 generation and you may purchase 2-step 3 hours everyday into Twitter factors.
To check our very own structure, the research used an excellent SEM approach adding a few qualitative and you will decimal analysis. Very first, the study analyzed measurement design and architectural design. On the create authenticity of the things that, we conducted basis studies. Exploratory basis research try used playing with varimax rotation, to attenuate plethora of variables on the a smaller gang of interpretable root activities. Up coming the research examined aspect model because of the a max-opportunities estimate procedure using AMOS type 18. To assess the newest design fit, Chi- square (?2); normed complement directory (NFI); comparative fit index (CFI); options mean-square residual (RMR); and you will options mean square mistake regarding approximation (RMSEA) were noticed in this studies . New analytical significance of factor prices try mentioned having fun with t-opinions higher than 2.
This implies your social media profiles, who are involved with business SNS users, think it share very good connection with the organization
The participants answered a total 29 questionnaire inquiries. Exploratory grounds study try presented and this contributed to eight facts outlining 88% of your variance. Select table 1. A few things according to contributing regarding the individual engagement part is actually eliminated once the rates out-of reaction are very poor. Then your aspect design complement take to are done. Due to the fact RMSEA and you may RMR is actually more .05 and you will .08, the present dimensions design couldn’t fit. And also the amendment fit directory was used so you can correlate brand new mistake terms of the new hidden constructs to bring the brand new design exercise. This new confirmatory foundation research offered the newest exploratory factor studies. The new fit of your own dimension model are appropriate (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you may RMR= 0.027).
Consumer wedding and individual-brand dating on the structural model had been given as the hidden details and products based on graphic information like advice, activities and you may incentive were considered as seen parameters
To cultivate and you can test theoretical designs the ability to confirm formative measurement continues to grow and is relevant for the several disciplines . Tresses mais aussi al. recommend that whenever you are bumble ne iÅŸe yarar performing CFA, convergent and you can discriminant authenticity that are thought to be subcategories otherwise subtypes from construct authenticity, would be held to determine build validity and you may reliability. They also highly recommend standards having desired out of convergent and you will discriminant legitimacy. He’s 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).
