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

Future Business Journal

Table 4 Results of PLS-SEM Source: Primary data

No	Hypothetical relationships	Estimates (β)	t-value	f²	Remarks
H₁	PI < – SMM	0.455***	8.34	0.34	Supported
H₂	BT < – SMM	0.178***	6.28	0.28	Supported
H₃	BL < – SMM	0.367***	7.31	0.31	Supported
H₄	PI < – BT	0.189***	5.34	0.34	Supported
H₅	PI < – BL	0.267***	9.29	0.29	Supported
H₆	BL < – BT	0.231***	8.33	0.33	Not supported