The compiled data was in fact screened and removed the miscoded, partial and suspicious-searching data entries and finally noticed just 430 questionnaire questionnaire for the current investigation. The fresh obtained data revealed 294 men ( percent) and you can 136 lady ( percent). The average ages of respondents was 23.5 years, with % at the 18 so you can 20 generation; per cent at the 21 so you’re able to 25 age bracket; % on twenty six in order to 31 age group and you will invest dos-step three occasions every single day on the Fb circumstances.

To evaluate our very own structure, the analysis used a beneficial SEM method including a number of qualitative and you will quantitative studies. First, the research examined dimension design right after which structural model. To the build authenticity of the things that, i presented factor data. Exploratory grounds analysis is held having fun with varimax rotation, to minimize multitude of parameters to the a smaller band of interpretable fundamental circumstances. Then the analysis analyzed dimensions design because of the an optimum-chances estimate procedure using AMOS version 18. To assess new model fit, Chi- square (?2); normed fit index (NFI); comparative match directory (CFI); means mean square residual (RMR); and you can supply mean square error from approximation (RMSEA) have been experienced inside study . The latest mathematical requirement for factor estimates is actually counted using t-thinking greater than dos.

This simply means the social media users, that happen to be engaged with business SNS profiles, think they share decent connection with the organization

The players replied a total 30 survey issues. Exploratory foundation data is actually conducted and that triggered seven circumstances explaining 88% of the variance. Get a hold of table step one. Several facts relating to contributing on the individual wedding area was removed due to the fact rates away from effect was very poor. Then the aspect model complement sample try done. Given that RMSEA and you may RMR are more than .05 and you may .08, the present dimension model could not fit. Therefore the modification complement list was utilized so you’re able to correlate new error regards to the brand new latent constructs to carry the new design fitness. The fresh confirmatory foundation research offered the fresh exploratory basis study. The newest match of your own aspect design is acceptable (?2=, NFI= 0.952, CFI=0.969, RMSEA=0.047, and you may RMR= 0.027).

Individual engagement and individual-brand name matchmaking from the architectural model were given since latent parameters and you may issues in accordance with artwork information such as for example pointers, entertainment and incentive was basically regarded as observed parameters

Growing and you may sample theoretic activities the capacity to confirm formative measurement is growing which can be appropriate inside the multiple procedures . Locks et al. suggest that when you find yourself starting CFA, convergent and blackcupid ekÅŸi you can discriminant authenticity which can be thought to be subcategories otherwise subtypes of build validity, should be held to determine construct authenticity and you can reliability. They also strongly recommend standards for desired from convergent and discriminant authenticity. He’s 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).