The new accumulated study was indeed screened and removed the miscoded, partial and skeptical-lookin research entries lastly experienced merely 430 survey questionnaire getting today’s data. The new obtained investigation shown 294 guys ( percent) and you will 136 ladies ( percent). An average age respondents was 23.5 years, which have percent in the 18 so you’re able to 20 generation; % on 21 to help you twenty five age group; per cent at the 26 to 29 age group and you may spend dos-step three period every day on the Twitter situations.
To test the framework, the study used a good SEM means incorporating a series of qualitative and decimal data. Very first, the analysis examined measurement model following architectural design. On the make legitimacy of the items, we used basis research. Exploratory grounds research is actually used having fun with varimax rotation, to minimize multitude of variables to your a smaller number of interpretable fundamental things. Following the research examined dimensions design because of the an optimum-likelihood estimation procedure having fun with AMOS variation 18. To assess the fresh new design match, Chi- square (?2); normed fit list (NFI); relative fit list (CFI); sources mean-square residual (RMR); and you may sources mean-square mistake of approximation (RMSEA) were experienced within this studies . The new mathematical significance of parameter quotes was measured playing with t-beliefs more than 2.
This simply means that the social network profiles, that interested having business SNS users, think they show decent reference to the firm
The players replied a total 31 questionnaire concerns. Exploratory basis study try presented and that led to 7 situations outlining 88% of one’s variance. See dining table step one. A few points in accordance with contributing throughout the consumer engagement point is actually removed because the rates out-of reaction are less than perfect. Then the dimension model fit shot are done. Due to the fact RMSEA and you can RMR try over .05 and you can .08, today’s dimension model cannot complement. In addition to modification complement list was utilized so you can associate the new error terms of the newest latent constructs to take the fresh model fitness. The newest confirmatory basis research served the newest exploratory factor studies. The new complement of your aspect model is acceptable (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you can RMR= 0.027).
Individual engagement and you will user-brand name relationships throughout the architectural model have been given since the latent parameters and you can points according to graphic content material particularly arkadaşlık filmleri advice, enjoyment and added bonus was indeed thought to be observed variables
To develop and decide to try theoretic designs the capacity to validate formative dimension keeps growing that is appropriate during the several professions . Tresses mais aussi al. advise that while carrying out CFA, convergent and discriminant validity being considered as subcategories or subtypes regarding build legitimacy, might be presented to ascertain construct validity and you may accuracy. Nonetheless they recommend standards to own welcome away from 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).