The fresh compiled study was basically screened and removed most of the miscoded, incomplete and you can skeptical-searching analysis records last but not least sensed just 430 survey questionnaire to have the present investigation. The new collected study shown 294 boys ( percent) and 136 people ( percent). The typical period of participants was 23.5 years, that have % at the 18 to 20 age bracket; per cent from the 21 so you’re able to twenty-five age bracket; percent during the twenty six to 31 age group and you will spend 2-step 3 instances every day towards Myspace issues.

To evaluate our very own structure, the analysis used a SEM method including several qualitative and you may decimal investigation. Earliest, the analysis examined dimensions model after dabble giriÅŸ which architectural design. Towards the construct authenticity of the things that, i held factor analysis. Exploratory factor study is presented using varimax rotation, to minimize multitude of details to your a smaller sized selection of interpretable hidden activities. Next the research reviewed measurement model by an optimum-possibilities estimation process using AMOS variation 18. To assess the newest design match, Chi- square (?2); normed fit directory (NFI); relative complement list (CFI); options mean-square residual (RMR); and you will options mean-square mistake away from approximation (RMSEA) was sensed contained in this data . New analytical need for parameter quotes try counted playing with t-values more than dos.

This simply means the social network users, who’re involved which have corporate SNS users, believe they express decent experience of the firm

The players replied a total 30 survey concerns. Exploratory factor analysis try held which triggered 7 factors detailing 88% of the variance. Discover desk step 1. A couple situations according to contributing about individual engagement part try removed once the rate off response is actually very poor. Then your dimension design complement try are complete. Since the RMSEA and you can RMR was more .05 and you may .08, today’s dimensions model could not fit. And modification fit directory was utilized to associate the brand new error terms of the newest latent constructs to bring the model fitness. The fresh new confirmatory basis research offered the fresh new exploratory basis study. The brand new complement of your measurement model try appropriate (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and RMR= 0.027).

Individual involvement and you may user-brand name matchmaking about architectural design was indeed given given that hidden parameters and you can issues according to visual contents particularly information, amusement and bonus was considered as noticed parameters

To develop and you will shot theoretic habits the capacity to confirm formative measurement keeps growing that’s appropriate in the several disciplines . Hair mais aussi al. suggest that when you’re creating CFA, convergent and you can discriminant authenticity being thought to be subcategories or subtypes regarding make authenticity, can be used to determine make legitimacy and reliability. Nevertheless they suggest requirements for welcome of convergent and you may 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 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).