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 |