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Table 8 Results of testing the model, standardized coefficients

From: 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

Hypothesis

Standardized coefficient

Significance level

Result of test

Negative impact of number of likes on tendency toward luxury brand

− 0.40

P < 0.01

Confirmed

Negative impact of number of shares on tendency toward luxury brand

− 0.32

P < 0.01

Confirmed

Positive impact of number of famous followers/fans on tendency toward luxury brand

0.22

P < 0.01

Confirmed

Positive impact of “positive comments” on tendency toward luxury brand

0.46

P < 0.01

Confirmed

Positive impact of “form of a marketing post” on tendency toward luxury brand

0.19

P < 0.01

Confirmed

Positive impact of “content of a marketing post” on tendency toward luxury brand

0.23

P < 0.01

Confirmed

  1. The highest coefficient has been highlighted in italic which shows the strongest impact