This new gathered study were processed and you will removed most of the miscoded, partial and you may doubtful-appearing investigation records lastly considered only 430 survey survey having today’s study. New gathered investigation revealed 294 guys ( percent) and 136 female ( percent). The typical age of respondents was 23.five years, that have % on 18 so you can 20 generation; per cent from the 21 so you’re able to twenty-five age group; % in the twenty-six to 29 age group and you can spend dos-step 3 hours everyday into Facebook things.

To check our very own construction, the study applied an excellent SEM strategy including a series of qualitative and quantitative data. Earliest, the study assessed aspect design and structural design. To the create legitimacy of the things that, i used grounds data. Exploratory factor research are presented using varimax rotation, to attenuate large number of details for the a smaller sized number of interpretable underlying products. Up coming the analysis examined aspect design from the a max-opportunities quote processes using AMOS adaptation 18. To assess the new design fit, Chi- square (?2); normed complement index (NFI); relative complement directory (CFI); sources mean square recurring (RMR); and you can means mean square mistake away from approximation (RMSEA) had been felt within this study . The fresh new analytical importance of parameter rates was counted having fun with t-beliefs greater than 2.

Meaning that social network pages, that engaged that have corporate SNS profiles, believe that they express pretty good experience of the business

The participants replied an entire 29 survey issues. Exploratory basis studies are conducted and that lead to seven items describing 88% of one’s difference. Look for desk step one. A few circumstances in accordance with adding on the individual wedding section try eliminated as the rates of reaction is actually less than perfect. Then the measurement model match attempt was done. As the RMSEA and you will RMR are over .05 and you can .08, the current aspect model cannot complement. Plus the amendment complement list was utilized to correlate the mistake terms of the new hidden constructs to carry the brand new design exercise. This new confirmatory basis data offered the newest exploratory basis analysis. The latest fit of one’s aspect design was appropriate (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you can RMR= 0.027).

Consumer engagement and you may user-brand relationship regarding architectural model were specified while the hidden parameters and you can affairs in accordance with visual content such as for example suggestions, entertainment and you will added bonus had been regarded as noticed details

To develop and test theoretical designs the capacity to confirm formative measurement continues to grow which is relevant in multiple professions . Locks mais aussi al. advise that if you’re doing CFA, convergent and you will discriminant legitimacy which happen to be thought to be subcategories or subtypes regarding create validity, shall be presented to ascertain construct validity and you can reliability. Nonetheless they suggest conditions for enjoy of convergent and discriminant authenticity. 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 dominicancupid indir 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).