After that, individual involvement also displayed a positive impact on the standard of consumer-brand name matchmaking (?= 0

After that, individual involvement also displayed a positive impact on the standard of consumer-brand name matchmaking (?= 0

New compiled research was basically screened and you may eliminated all miscoded, unfinished and doubtful-appearing analysis records ultimately thought just 430 questionnaire questionnaire to possess today’s investigation. This new collected analysis found 294 men ( percent) and you may 136 people ( percent). An average period of participants is actually 23.5 years, having percent at 18 to help you 20 generation; % during the 21 in order to 25 generation; percent on twenty six so you can 30 age group and you can spend dos-step 3 hours each day towards the Facebook things.

To check on all of our build, the research used an excellent SEM means including a few qualitative and you may quantitative studies. Earliest, the analysis examined measurement model right after which architectural design. Into create legitimacy of the things that, i conducted factor study. Exploratory basis data try presented having fun with varimax rotation, to biker planet reduce great number of variables with the a smaller selection of interpretable root products. Then the research examined dimension design from the an optimum-chances estimate processes having fun with AMOS adaptation 18. To assess the fresh design fit, Chi- rectangular (?2); normed match directory (NFI); comparative fit index (CFI); means mean square recurring (RMR); and you can sources mean square mistake away from approximation (RMSEA) was indeed felt in this research . The brand new statistical dependence on parameter rates is counted playing with t-viewpoints greater than 2.

Meaning the social networking pages, who are engaged having corporate SNS profiles, believe it display pretty good experience of the organization

The players answered an entire 31 survey concerns. Exploratory basis investigation is actually presented hence resulted in eight products detailing 88% of your variance. Pick table step 1. Several things in accordance with adding in the user wedding point was got rid of because rates out-of impulse are sub-standard. Then dimension model fit try was over. Because the RMSEA and you can RMR is over .05 and you may .08, today’s dimension design couldn’t match. Plus the modification fit index was applied in order to associate the fresh new error terms of the fresh latent constructs to carry the newest design exercise. The new confirmatory foundation investigation served new exploratory basis data. The brand new match of the dimension design try acceptable (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you may RMR= 0.027).

Individual engagement and you will consumer-brand dating on the architectural model have been specified given that latent variables and factors relating to graphic information such as for instance pointers, activities and incentive was thought to be noticed parameters

To grow and you may decide to try theoretical patterns the capability to confirm formative dimension keeps growing and that’s appropriate in multiple professions . Tresses ainsi que al. advise that when you’re carrying out CFA, convergent and you may discriminant authenticity that are regarded as subcategories otherwise subtypes regarding build validity, is going to be used to establish construct legitimacy and reliability. Nevertheless they strongly recommend conditions to have desired off convergent and you can discriminant validity. He is as follows:

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).


Pridať komentár

Vaša e-mailová adresa nebude zverejnená.

Vaše osobní údaje budou použity pouze pro účely zpracování tohoto komentáře.