Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

Future Business Journal

Table 7 Extracted factors, factor loadings and explained variances

Factors	Question item	Factor loading	Explained variance
Factor 1 (number of likes)	Q1	0.72	0.78
	Q2	0.84	0.75
	Q3	0.76	0.81
Factor 2 (number of shares)	Q4	0.76	0.78
	Q5	0.81	0.81
	Q6	0.70	0.73
Factor 3 (number of famous followers)	Q7	0.72	0.68
Factor 3 (number of famous followers)	Q8	0.76	0.63
Factor 4 (positive comments)	Q9	0.64	0.56
	Q10	0.79	0.79
	Q11	0.82	0.74
Factor 5 (form of a marketing post)	Q12	0.69	0.61
Factor 5 (form of a marketing post)	Q13	0.63	0.69
Factor 6 (content of a marketing post)	Q14	0.72	0.68
Factor 6 (content of a marketing post)	Q15	0.66	0.59