The fresh new obtained studies was indeed screened and you may removed every miscoded, incomplete and you will skeptical-looking research entries last but most certainly not least noticed merely 430 questionnaire questionnaire getting today’s research. The obtained data shown 294 guys ( percent) and 136 female ( percent). The typical age of participants is actually 23.5 years, which have percent within 18 so you’re able to 20 age group; percent on 21 so you’re able to twenty-five age bracket; per cent within 26 so you can 31 generation and you can invest 2-step three times each day into Facebook things.

To check our construction, the study used a great SEM strategy incorporating some qualitative and quantitative research. Very first, the research reviewed dimension model and then architectural design. For the create authenticity of the items, we used factor analysis. Exploratory factor analysis was held having fun with varimax rotation, to attenuate great number of variables into a smaller sized group of interpretable underlying issues. Next the analysis examined dimensions design by a max-opportunities estimation processes having fun with AMOS Bu bağlantıyı kullanın version 18. To assess brand new model fit, Chi- rectangular (?2); normed match list (NFI); comparative match directory (CFI); supply mean-square residual (RMR); and you will options mean square error away from approximation (RMSEA) was considered within studies . The new analytical requirement for parameter quotes try counted playing with t-thinking higher than dos.

This simply means that the social network pages, who happen to be engaged with business SNS pages, feel that it express very good reference to the business

The players responded a complete 30 questionnaire concerns. Exploratory grounds studies was presented which resulted in seven things explaining 88% of your own variance. Discover desk step one. A few products according to contributing on the individual involvement part try got rid of just like the speed out of effect is actually very poor. Then the aspect model match attempt is actually done. Since the RMSEA and you may RMR is actually more than .05 and you will .08, today’s aspect design cannot complement. In addition to amendment fit index was applied so you can associate brand new mistake terms of the hidden constructs to create brand new model physical fitness. The newest confirmatory factor research served the fresh exploratory basis data. The fresh new complement of your own dimensions model was appropriate (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you can RMR= 0.027).

Consumer engagement and user-brand name matchmaking regarding the structural model was basically specified while the latent parameters and you may issues based on artwork material particularly information, enjoyment and you may added bonus was basically considered as noticed variables

To grow and you will try theoretic patterns the capability to validate formative dimensions keeps growing in fact it is appropriate from inside the numerous procedures . Tresses mais aussi al. recommend that if you’re creating CFA, convergent and you can discriminant legitimacy which can be regarded as subcategories otherwise subtypes out of build authenticity, would be used to determine create authenticity and you may accuracy. They also strongly recommend requirements for invited from convergent and discriminant validity. He or she is the following:

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).