This new accumulated data have been screened and you will eliminated most of the miscoded, partial and suspicious-searching data records lastly believed only 430 questionnaire questionnaire to own today’s studies. This new built-up investigation shown 294 boys ( percent) and you can 136 people ( percent). The average age of participants is actually 23.five years, having % in the 18 to help you 20 age group; % at 21 to twenty five generation; per cent within 26 so you can 30 generation and you can invest dos-3 hours day-after-day with the Twitter items.
To check on all of our structure, the analysis used an effective SEM strategy adding a few qualitative and you may quantitative study. Very first, the research examined dimension design immediately after which architectural model. With the create validity of the items, we held factor study. Exploratory grounds investigation is presented playing with varimax rotation, to reduce multitude of variables into the an inferior set of interpretable underlying issues. Up coming the analysis examined dimension design by a max-chances estimation procedure playing with AMOS type 18. To evaluate this new design complement, Chi- rectangular (?2); normed complement list (NFI); relative match list (CFI); options mean-square residual (RMR); and you can sources mean square mistake off approximation (RMSEA) was thought within research . Brand new analytical dependence on factor estimates is actually measured having fun with t-beliefs higher than 2.
What this means is the social network profiles, that happen to http://www.datingranking.net/tr/chatrandom-inceleme/ be engaged which have business SNS users, think that it show decent relationship with the business
The participants replied a complete 30 survey issues. Exploratory foundation studies are held which lead to 7 items outlining 88% of variance. Pick desk step one. One or two items according to contributing regarding individual wedding section is got rid of since speed out-of impulse are sub-standard. Then the measurement model fit test are done. While the RMSEA and you may RMR try more .05 and you will .08, today’s dimension design cannot match. And also the modification fit directory was used to help you correlate new error regards to brand new hidden constructs to create new design physical fitness. The new confirmatory factor study offered the newest exploratory foundation research. The brand new complement of the dimension model is actually acceptable (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you can RMR= 0.027).
Individual wedding and you may individual-brand dating regarding the architectural model was indeed given once the hidden parameters and you may issues per graphic material such as for example guidance, enjoyment and you can extra was indeed regarded as noticed parameters
Growing and you will try theoretical designs the ability to verify formative measurement is growing that will be applicable inside several specialities . Tresses mais aussi al. suggest that when you’re doing CFA, convergent and you can discriminant legitimacy which are considered as subcategories otherwise subtypes of build validity, are going to be presented to ascertain make authenticity and you can precision. However they highly recommend conditions for greet away from convergent and discriminant validity. He could be 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).