Future Business Journal

Table 2 Results of measurement model: reliability and validity Source: Primary data

From: Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty

Construct used	Measurement items	Factor loadings	AVE	CR	Cronbach's alpha	VIF
Social media marketing	SMM1	0.893***	0.778	0.861	0.965	1.32
	SMM2	0.869***
	SMM3	0.914***
	SMM4	0.916***
Brand trust	BT1	0.907***	0.762	0.853	0.845	1.65
	BT2	0.923***
	BT3	0.930***
	BT4	0.789***
Brand loyalty	BL1	0.902***	0.765	0.813	0.963	2.43
	BL2	0.896***
	BL3	0.876***
	BL4	0.868***
Purchase intention	PI1	0.941***	0.739	0.943	0.860	2.67
	PI2	0.960***
	PI3	0.935***
	PI4	0.845***

Significant at ***p < 0.01

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