Brand new collected data was screened and you may got rid of all the miscoded, unfinished and suspicious-lookin study records lastly considered merely 430 questionnaire questionnaire getting today’s study. This new obtained study revealed 294 people ( percent) and 136 female ( percent). An average chronilogical age of respondents was 23.five years, which have percent from the 18 in order to 20 age bracket; % at the 21 to 25 age group; per cent at twenty-six to help you 30 age bracket and you may spend dos-step three period every single day into the Myspace activities.
To check on our very own structure, the study used good SEM strategy incorporating some qualitative and you will decimal study. Earliest, the analysis assessed measurement model right after which structural design. On make authenticity of the items, we held factor data. Exploratory foundation investigation are conducted using varimax rotation, https://datingranking.net/tr/asiandating-inceleme/ to attenuate plethora of parameters towards the a smaller sized gang of interpretable root items. Upcoming the research assessed dimension design by the a max-chances estimation procedure having fun with AMOS version 18. To evaluate the new model fit, Chi- rectangular (?2); normed fit list (NFI); relative fit index (CFI); sources mean-square recurring (RMR); and you may means mean-square mistake regarding approximation (RMSEA) was experienced inside study . The new mathematical requirement for factor quotes is counted using t-viewpoints higher than dos.
This simply means the social network users, that happen to be involved which have corporate SNS pages, believe that they show pretty good connection with the company
The players answered an entire 31 survey concerns. Exploratory foundation investigation was conducted and that lead to 7 factors discussing 88% of your own variance. Discover desk step 1. Two things based on adding in the individual wedding point are eliminated while the rate of impulse are less than perfect. Then your dimension design complement test is over. Since RMSEA and you may RMR was more .05 and .08, today’s dimension model couldn’t complement. And the modification fit list was utilized to help you associate the fresh mistake terms of the fresh hidden constructs to bring the brand new design exercise. The latest confirmatory basis study served the latest exploratory grounds investigation. The newest complement of your aspect model is acceptable (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you may RMR= 0.027).
Consumer engagement and you can consumer-brand relationship throughout the architectural model was indeed given once the hidden variables and you may situations per visual content for example recommendations, activity and incentive was thought to be noticed variables
To develop and you will take to theoretical designs the capability to examine formative dimensions is growing in fact it is relevant during the numerous professions . Tresses et al. advise that if you find yourself undertaking CFA, convergent and discriminant legitimacy which can be regarded as subcategories otherwise subtypes out of make validity, would be used to ascertain construct authenticity and you can accuracy. Nonetheless they highly recommend criteria to possess allowed out-of convergent and you may discriminant legitimacy. They are 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).
