Brand new collected study were screened and eliminated all the miscoded, partial and you will suspicious-looking analysis records lastly believed just 430 questionnaire questionnaire getting today’s studies. The new accumulated investigation revealed 294 men ( percent) and you will 136 girls ( percent). The typical age of respondents is actually 23.five years, having percent at the 18 so you’re able to 20 age group; percent within 21 to twenty five age group; % within 26 to 31 age bracket and you may invest 2-step three era daily towards the Facebook things.
To check our very own construction, the research used an excellent SEM approach incorporating a number of qualitative and you may quantitative study. First, the research assessed dimension model following architectural model. To your make authenticity of the things that, i presented factor investigation. Exploratory factor analysis are used using varimax rotation, https://datingranking.net/tr/beautifulpeople-inceleme/ to attenuate great number of variables towards a smaller sized band of interpretable underlying issues. Next the study assessed measurement design from the a max-opportunities estimate procedure having fun with AMOS adaptation 18. To assess new model match, Chi- square (?2); normed match directory (NFI); comparative complement directory (CFI); means mean-square recurring (RMR); and you may root mean square error regarding approximation (RMSEA) have been felt within research . The newest analytical significance of parameter rates is actually measured playing with t-opinions greater than dos.
This means your social networking profiles, that involved with business SNS pages, think it show decent reference to the company
The players responded a complete 29 survey issues. Exploratory grounds research try presented which triggered eight products discussing 88% of the difference. See dining table step one. One or two items according to adding in the individual engagement point try got rid of while the rate out of response is very poor. Then the aspect design fit test are complete. Since RMSEA and you can RMR was more .05 and you can .08, today’s measurement model couldn’t match. Additionally the amendment complement index was utilized to associate the fresh mistake regards to the latest latent constructs to create the latest model physical fitness. Brand new confirmatory grounds analysis supported the brand new exploratory basis research. This new fit of your own dimension model is appropriate (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and RMR= 0.027).
Consumer engagement and user-brand name dating on architectural model was indeed specified since latent parameters and you can circumstances in accordance with visual information such as for example guidance, recreation and you will extra was basically regarded as noticed variables
To cultivate and you can shot theoretical activities the capability to verify formative dimension keeps growing and that is relevant during the multiple specialities . Hair ainsi que al. advise that if you find yourself creating CFA, convergent and you may discriminant authenticity being thought to be subcategories otherwise subtypes of construct authenticity, are conducted to ascertain create authenticity and accuracy. They also highly recommend criteria to have allowed of convergent and you can discriminant legitimacy. He could be 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).
