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International Journal of Interdisciplinary Research

Table 14 Moderated regression analysis result of emotional bond on relationship between vloggers’ attributes and content sharing intention depending on product exposure type

From: Effects of fashion vlogger attributes on product attitude and content sharing

Dependent variable Independent variable X moderator Implicit exposure Explicit exposure
Content sharing intention Attractiveness X bond β = − .115, p = .232 β = .095, p = .154
Expertise X bond β = .098, p = .341 β = − .077, p = .274
Trustworthiness X bond β = .179, p = .045 β = .078, p = .243