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Future Business Journal

Table 3 Results of measurement model: discriminant validity-HTMT criteria 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

Factor

SMM

BT

BL

PI

SMM

0.856

   

BT

0.759

0.802

  

BL

0.725

0.795

0.786

 

PI

0.621

0.726

0.636

0.712

  1. Bold values are HTMT ratios
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